Full text of "Sponsor"
NATIONAL BROADCASTING COMPANY, INC.
GENERAL LIBRARY
10 ROCKEFELLER PLAZA, NEW YORK, N, Y.
After the freeze lifts:
i a report to spons<*p— p. 32
Radio programing is bi^Jsiness^l9&f— see p. 4
*M S <#t
RADIO
1951-1952 IIV INVESTMEN1
Ilk, NEW PROGRAMS
COST PER
PROGRAM
PR068A*
Abi
.Sponsor:
le Blinder
page 18
Advertisers
Neglect
Farm Radio
page 25
Dayton Uses
TV for Pub-
lic Service
TV Camera
Device
Cuts Costs
\\W& ACO^MUNIST FPU THE PBi' '12,500
['BRIGHT STMV
'bOLD VENTURE*
*IZ500
12,000
-
TV
Commercial
Reviews
Agency
Profile:
Ben Di
5.
Radio
Results
? *OG«
Al Tiffony-Agricullurol Sp<
llr
A SPECIALIZED PROGRAM FOR A SELECTIVE MARKET...
EWORLD TODAY
. . . Presenting all the basic, up-to-date information needed in
the business of agriculture, to one of the greatest farm radio
audiences in the Midwest.
FARM WORLD TODAY, broadcast Monday through Saturday, 11:30-
11:55 A,M., is an example of W LS specialized programming for a large
and important selective market — those people, men and women, whose
basic economy is dependent upon agriculture. Conducted bv Al Tiffany,
W I S Agricultural Specialist, FARM WORLD TODAY boasts one of
tin. greatest farm radio audiences in the Midwest. They listen for infor-
mation essential to the business of agriculture . . .
. New Crop Possibilities!
• Forecast of important crop and livestock potentials!
• labor sa\ing de\ ices — weather — markets!
• Local, National and International news affecting agriculture!
• Projects of leading agricultural organizations —
including farm women groups!
. . . all important to all members of Midwest farm families because of the
growing significance of possible war economy; heightened interest in
market reports; ever present concern over weather conditions, and the
need to keep abreast of the verj latest agricultural developments.
From your point of view, FARM WORLD TODAY offers tremendous
Commercial possibilities. Sold on an economical participation basis, this
program's inherent prestige yields quicker acceptance and firmer belief
IT each sales message — begetting instant buyer action.
Through vears of service to the vast agricultural industry, by such
programs as FARM WORLD TODAY, W IS has emerged as the undis-
puted agricultural leader in the Midwest — the result of planned program-
ming and service by the largest informed agricultural staff in radio.
Your Mian man lias complete details on W LS agricultural leadership.
890 KILOCYCLES. SO, 000 WATTS, ABC NETWORK - REPRESENTS
i, Market Specialist,
i FARM WORLD TODAY
0HN BLAIR & COMPANY
How important
is out-of-home
listening?
Sponsors to
spend $600 M
on TV in 1952
Silver Star blades
starts $600,000
news campaign
New Ziv show
boost to local
programing
DuMont launches
merchandising
service
Original SPONSOR research on radio listening in TV homes (see new de-
partment, page 60) points up importance of out-of-home audien c e today.
Data, gathered for SPONSOR by Advertest Research during first 2 weeks
December 1951, shows only 8.1% respondents did most of their AM lis-
tening out-of-home before buying TV set. After TV, out-of-h o me rises
in relative importance with 18.3% listening most outside homes. Ad-
vertest study, first of series commissioned by SPONSOR, was done in
New York metropolitan area among 749 respondents.
-SR-
Sponsors will spend over $600 milli on on web and spot TV in '52.
That's estimate made for SPONSOR by Bob McFadyen, NBC-TV sales plan-
ning & research manager. In recent speech before American Marketing
Association, McFadyen also said total TV advertising in '51 was abo ut
$450 million — 2% times '50 total. P&G alone spent over $10 million.
-SR-
American Safety Razor C o rp. , Brooklyn (via McCann-Erickson) is launch-
ing $600,000-plus early-morning news schedule over 70 radio AM sta -
tions in 56 market s for Silver Star blades. Ad Manager Buddy Solomon
told SPONSOR campaign is result of successful testing of "Frank Goss"
3-times-weekly news shows on Columbia Pacific Network.
-SR-
Vitality of local radio programing , which has been given boost recent-
ly by NBC launching of new co-op shows (Minute Man series), gets new
push this month with release of Frederic W. Ziv Company show — "I Was
a Communist for the FBI." Show has $12,500 weekly production nut,
will bring Ziv invesement in new programing over past year to $2,548, -
000 . Transcription firms are only radio entities now making big out-
lays for new programing.
-SR-
Unlike AM webs, which waited long time before start of merchandising
services for sponsors, Du Mont is first TV web to in i tiate me r chandis-
ing department . New 3-man unit is headed by Edward Kletter, 44, ex-
V.P. United Cigar-Whelan Stores. H? told SPONSOR: "Department will
stress food, drug advertisers' point-of-sales merchandising, using
cards, posters, promotional tie-ins."
Ben Bodec joins SPONSOR as executive editor
Ben Bodec, New York and Chicago tradepaper reporter and editor since the early
'30' s and later advertising agency executive, became executive editor of
SPONSOR effective 7 January. At J. Walter Thompson Bodec specialized in tal-
ent and program development and at Kenyon & Eckhardt he served as talent and
program buyer in addition to being a member of the radio/TV plans committee.
He was also vice president in charge of radio and television for General Ar-
tists Corp. In early 1931 Bodec joined VARIETY where he worked 14 years as
reporter, radio editor, and associate editor.
; York 22. $8 a
Itl POICT TO SPONSORS for I l Ian nary l!>>2
TV thaw to
mean trickle of
stations in action
Metal shortages
won't hit new
TV operators
Negro market's
scope revealed
in N. Y. study
"Front Page
Detective" bags
3 sponsors
Radio-only rep
starts business
with WDAF as
first client
Net billings
down only 4.5%
in 1951
"Break the Bank"
to CBS in
time hassle
If FCC lifts TV station "freeze" early spring (as expected, don't
look for "any ba d bottlenecks" in getting equipment. That's view of
F. P. Barnes, General Electric 's TV equipment salesmanager. He told
SPONSOR GE already had sold more than 10 transmitters to would-be TV
station operators who've put them in warehouses. Because of flood of
station applicants, he predicts no more than "3 or 4" new stations
will be on air in '52.
-SR-
Prediction above was corroborated to SPONSOR by spokesman for National
Production Authority, Washington. Official said "we'll be allocating
transmitter and tower material in new year — and metal shortages won't
be serious." He expected "less than a handful" of new TV stations to
be on air, all of them using VHF rather than experimental UHF trans-
mitters. (For full details on f reeze-lif ting outlook see page 32.)
-SR-
Importance of Negro mark e t in New York emphasized in 6-month survey
conducted by WLIB, independent specializing in programing to Negro and
Jewish groups. Key findings: (1) Income of average Negro family has
tripled since 1940; ( 2 ) 95.7% of all employable Negroes were working
as of August 1951; (3) more than 200,000 New York Negroes have new
homes; (4) Negro population in New York is 1,012,883, larger than
Cleveland, St. Louis, Boston — or equivalent of sixth U. S. city in
size; (5) Negro preference is almost exclusively for nationally adver-
tised brand-name products.
-SR-
Manager Halsey V. Barrett, Consolidated TV Sales, reports 5 sponso rs
buying Jerry Fairbanks film, "Front Page Detective," for national spot
TV. New users of 59 episode half-hour whodunit shows are: Wine Grow-
ers Guild of America (via Guild, Bascom & Bonfigli) ; National Brewing
(Owen & Chappell) ; Blatz Beer (Kast or-Farrell'-Chesley & Clifford).
-SR-
Henry I. Christal Company , which on 1 January began actively represent-
ing its first client, WDAF, Kansas City, is doing a turnabout by de -
clining TV representation . Will specialize in b ig-audience radio sta -
tions . WHAS, Louisville, joins Christal string 22 March; unnamed
other stations may team up earlier. New York office is 300 Park Ave-
nue; Chicago office is located at 333 N. Michigan Avenue.
-SR-
Despite gloom about network radio during 1951, P.I.B. figures for
first 11 months of year show only 4.5% decline in net billings from
same period previous year . Total in 1951 was $160,100,000, only $7,-
600,000 below 1950's $167,700,000. ABC was down $2,000,000 from
532,400,000; CBS was down $700,000 from $64,200,000; Mutual was up
SI, 400, 000 from $14,800,000 ; NBC was down $6,300,000 from $56,300,000.
-SR-
Problem of clearing TV web ti me is. underlined by Bristol-Myers-NBC-TV
hassle over "Break The Bank." Because sponsor, which had been with
NBC 25 years, had shifted several radio shows to ABC, NBC sold "Break
The Bank" Wednesday night slot to other advertiser. In huff, Bristol-
Myers shifted Ed Wolf TV package to CBS-TV, beginning 13 January, Sun-
day, 9-30 to 10:00 p.m. Radio "Break The Bank" is still on ABC.
SPONSOR
NORTHEAST OHIO'S
CHIEF SAYS:
"Greater Cleveland
is sold on WJW."
f STATION
5000 W. BASIC ABC
wjw BUILDING CLEVELAND 15, OHIO
REPRESENTED NATIONALLY BY H-R REPRESENTATIVES. IMC.
Greater Cleveland's strongest signal
sells for WJW advertisers.
14 JANUARY 1952
DIGEST FOK 11 JANUARY 1952
Why don't more advertiser* use farm radio?
Farm publications get millions in consumer advertising, yet rural radio
favorite medium of nation's farmers, is often ignored by general advertiser
II on- Hay ton used l\ to sell « eivie project
Ingenious air programing, high-caliber ad agency, and professional to
helped Dayton sell its citizens on increased school tax
liter the freeze lilts: a report to sponsors
TV eamera mayic cut* cost
Stay Beer use* three air media
Griesedieck Western Brewery, No. I I in national beer sales, turned i
print to $500,000 spot radio and TV budget: sales are spurting
The one-shot: when and how to use it
Oregon druy store uses sir-selling campaign
llow ItMl helps boost sponsors
This will be an array of nuggets gleaned from BMI's gold bor
program tips at its increasingly popular air clinics
Hon- hitrh have rates yone up in spot radio?
36
I inn-buyers tee like and why
DEPARTMENTS
MEN, MONEY & MOTIVES
510 MADISON
NEW AND RENEW
MR. SPONSOR: ABE BLINDER
P. S.
MR. SPONSOR ASKS
TV COMMERCIALS
AGENCY PROFILE: BEN DUFFY
ROUNDUP
RADIO RESULTS
SPONSOR SPEAKS
COVER: One,
scribed progra
on local sponsor s
in developing new big-time radio shows. Lat-
est such is Frederic W. Ziv's "I Was A
Communist for the FBI" taped series at $12,-
500 a week. Discussing Ziv show costs are
(left) Matt Cvetic, real-life hero of FBI, and
(right) Ziv executive vice president John Sinn.
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Managing Editor: Miles David
Senior Editors: Frank Rasky, Charles Sinclair
Department Editor: Fred Birnbaum
Ass't Editors: Lila Lederman, Richard A.
Jackson
Contributing Editors: Robert J. Landry. Bob
Art Director: Si Frankel
Photographer: Jean Raeburn
Vice-President- Advertising: Norman Knight
Advertising Department: Edwin D. Cooper
(Western Manager), George Weiss (Trav-
eling Representative, Chicago Office). John
A. Kovchok (Production Manager), Cynthia
Soley, John McCormack
Vice-President - Business Mgr.: Bernard Piatt
Circulation Department: Evelyn Satz (Sub
■.cription Manager), Emily Cutillo, Joseph-
ine Villanti
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
ly by SPONSOR PUBLICATIONS INC..
hi I shed b
': 510 Tudison Ave.'.' New" York
Mirny Mill 8 2772. Chicago 01
161 E. Grand Ave.. Suite 110. Telephone: superior 7-9863
I. U» Angelei.
hone: Hillside 8089. Printing (mice: 3110 Elm
t coplei SOc.
_ e.. New 1__ _
Ml-rray lllll 8 2772. Chlcigo Offlee:
Sulle 110. Telephone: Superior 7-»*63
'■'is7 sunset Iloulevjrd. U» Angelei.
Telephone: Hillside 8089. Printing i —
Ave . llHltiniore 1 I. Mil. Subscription
Printed In U. s \ Addreu ull rorreipondence ti
SPONSOR PUBLICATIONS INC.
"The agency
hnewy when
they picked
KWKH"
Says GRAY McCRAW
President, McCraw Distributing Co., Shreveport
IMPORTANT LOUISIANA FEED DISTRIBUTOR
McCraw Distributing Co. is one of the largest and
most successful farm-feed distributors in the Louisiana-
Arkansas-Texas area.'' Their President is therefore in a
perfect position to appraise KWKH's impact in rural
areas. Here's what he recently wrote us:
jljL few months ago I was named distributor for
Nutrena Feeds in the Shreveport area, and I was
rather amazed to learn that the manufacturer, Cargill,
Inc., was using only one radio station, KWKH, to
cover this area. Now I know why. This station
reaches most of the farm families in my territory.
They are thoroughly familiar with the product and
with the radio program. Also, I have found this radio
advertising helps me a lot in lining up new dealers.
Those boys at the Bruce B. Brewer agency certainly
knew what they were doing when they picked
KWKH.
KWKH DAYTIME BMB MAP
Study No. 2— Spring 1949
KWKH's daytime BMB circulation is 303,230 families,
daytime, in 87 Louisiana, Arkansas and Texas counties.
227,701 or 75.0% of these families are "average daily
listeners". (Nighttime BMB Map shows 268,590 families in
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi
and Oklahoma counties.)
(Signed) Gray McCraw'
M
KWKH
50,000 Watts • CBS
Texas
SHREVEPORT f LOUISIANA
The Bran ham Company j AmIVj»m«j««
Representatives ArkatlSaS
Henry Clay, General Manager
"A Shreveport Times Station"
y
Dynamic
Growth
that's what
you like about
the South's
Baton Hinnje
Growth in population up 2.i7'<
since L940;
Growth in industry over v Il!7
million in plant expansion alone
alreadj announced for 19~>2:
Growth in buying power with a
market index '!l ' i above the
^t.itc ■'-. and In' i above the na-
tion's, average; per-famiry-effec-
tive-buying-income up 157%;
Growth in dwelling units up 92%
since L940.
Take advantage t»f the sides
potential of this dynamic mar-
ket — get on ff'JftO, the power-
house station of Baton Rouge.
NBC's fVl 5,000 watt affiliate in Baton Rouge, la.
£! V 'WBRL(FM)
AFFILIATED WITH THE STATE TIMES AND MORNING ADVOCATB
FURTHER DATA FROM OUR NATIONAL REPRESENTATIVE'-
GEORGE P. HOLLINGBERY CO
fciJlKf
ill liliis
by
Robert J. La
On bfoiritif/ off people's eyebrows
It i-. this column suggests, a fine thing for the industry, and art.
of television thai there is (starting this week i a series of programs
frankl) dedicated to "experiment." We refer to CBS' third incarna-
tion of the Columbia Workshop which, as a radio series, ran from
the summer of 1936 through the spring of 1942: then was revived.
for 52 week-, in 1946. Television's need of a Workshop is greater
than was radio's, for TV tends, because of program costs, to practice
a deplorable sameness lor a medium so young.
In its time the Columbia Workshop was perhaps the most famous
"prestige* 1 series of all radio, excepting onl\ the far-more-costly
Toscanini concerts at NBC. Curiously enough the Workshop story
was never painted on anything like full canvas until 12 & 26 Feb-
ruary 1951. when this publication featured a two-part histor\ . The
research for these articles proved formidable indeed since Workshop
myth kept getting in the wa\ of Workshop fact. Some weeks the
CBS publicity department had been the unstarred star, its effusions
flying well ahead of the actual studio performance. But no matter the
razzle dazzle, no matter the obscure boundary between Workshop
art and individual ego or the saga that was mostly ga-ga. The
WOrkshop was in 1936 and 1937 "Very definitely the bright young
radio man's kind of show. Network officials awakened to aspects of
their medium they had not suspected. Advertisers had their eyes
opened. English professors were suddenly qui vive to a new art.
Writers competed for the honor of selling the Workshop a script.'"
It is fair to emphasize the "publicity " side of the original Work-
shop. Way back in FDR's second administration CBS never had it
so nice, publicity-wise, thanks to the Workshop. There were won-
derfully lucky breaks, including the unrestrained infatuation, just
then, of Time magazine with anything written for radio by Archibald
MacLeish. "For nearly a year and a half Irving Reis did pretty
much what he liked, subject only to budget. Perhaps nobod) in radio
history ever for so long a time, as human rapture is reckoned, en-
joyed comparable carte blanche" in production as did the founding
father of the Workshop.
* * *
"In mans direct and indirect wa\s the Workshop stimulated ad-
vertisers, agencies, writers, directors, critics. It led a vitalizing
stream of new ideas, brains, blood, and personalities into the me-
dium." It often "broke rigid limits needlessh imposed upon the
medium b\ narrow minds.
Plainly
should pra\ that hist
i Please turn to page
WREC
better performance o
Hooper Ratings Average Higher
Than Any Other Memphis Station.
The quality of programming, the tonal
qualities, the first class professional at-
mosphere of its presentations — all con-
tribute their parts to the welcome
reception given to WREC as the first
station in its rich 76 county market —
one of the country's best and most pro-
lific sales units.
Affiliated with CBS RADIO
600 Kc. 5,000 WATTS
Memphis No. I Station
Represented by
the KATZ AGENCY
14 JANUARY 1952
average nighttime rating 14 —
already KNXT has climbed
. IS",., MSI. IkNM) Wll- l-HS I. I.M-lon ,-.,lil|,,lit.
i control of ki^i
on ihowa moved to KTSI
(Ml ktbi beeeme KNX1 moved toMt Wllso
ww I'cli-iiiiNf r<'i><>rtt-.l on thi- nrw Omnn.'l Z.
eqaest
a first-place tie!
Look what's up in L.A.! From fifth to first
in '51 ! It's the success story of the year in America's second
television market.
In the first Telepulse survey since KNXT moved to Mt. Wilson
(with 10 times more power), the new Channel 2 is tied for
first in average evening ratings throughout the week ! And in
average evening share-of-audience as well !
KNXT's viewing is way up, but KNXT's cost-per-thousand is
down . . . down 18.5% since the start of the past year!
And if KNXT is tied, it is not tied down. The new Channel 2 is
iust starting as CBS Television's key station on the Coast!
No wonder national spot advertisers have more than tripled
their investment on KNXT during 1951. KNXT is head-
and-shoulders highest as Los Angeles' best television buy.
If you want to move up in the world in 1952, there's no
limit to where you can go on . . .
KNXT the new channel 2
Los Angeles ■ CBS Owned ■ Represented by
CBS Television Spot Sales
HOW WILL
YOU DO
IN '52?
You'll leave little to chance if
you include CKAC in your
plans for the new year. Look
at the facts: 6,000,000 let-
ters received in 1951, almost
all containing proof of pur-
chase- a potential coverage of
2 out of every 3 French
radio homes in the entire
Province of Quebec. There's
a bright forecast for your fu-
ture when you use Canada's
greatest mail-puller 1
iiiliSOtl
CBS Outlet in Montreal
Key Station of the
TRANS-QUEBEC radio group
CKAC
MONTREAL
i J. Young Jr. - New York, Chicago
Omer Renaud & Co.— Toronto
TV FREEZE
Marcus Cohn and I read sponsor;
we enjo) particular!) your enlightened
editorial page. But this is our time
that you must have written the editori-
al page after consulting with a day-
dreaming optimist.
The editorial of December 31 con-
tains the following statement :
"Don't he surprised to see television
stations on the air in such now non-
television areas as Denver. Portland,
El Paso, Spokane and Des Moines 1>\
late summer."
I'll bet you a lifetime subscription or
a Cadillac convertible that there will
not be a second television station in-
let's say Portland — in the summer of
1<J52 or 1953. In fact, it will be a real
feat to get a station on the air in Port-
land by 1 ( )54.
I think the basic fallacy in your time
estimate is due to this: you ignore the
fact that in each of these markets there
will undoubtedly be more applicants
than available channels — thus necessi-
tating a hearing.
The chronology of events. I think,
will be something like this:
I hereafter
Ins! of rxamincrs' Pro-
posed Decisions released \pril. HI.").''
FCC Final Decisions an
announced January, 1954
If I'm not approximately right in
regard to the chronology. I'll gladly
pay for the lifetime subscription to
SPONSOR — unless you prefer some oth-
er magazine.
Leonard H. Marks
Colin and Marks
Washington, I). ('..
AN ORANGE BOUQUET
All of us here at Leigh Foods were
naturall) most interested in the cover
story you carried in your last issue on
I the Flamingo Swing-A-Waj premium
offer.
Your editorial people did an excel-
lent job in gathering the facts and pre-
senting them in this piece. Also, the
number of inquiries and responses we
have had since this article appeared
makes us realize the important reader-
ship you have in the advertising field.
MlLBURN McCARTY, Jk.. / .1' .
Leigh Foods, Inc.
MERCHANDISING SAVVY
Ma\ 1 register mj compliments on
the article about network merchandis-
ing in the 17 December issue of spon-
sor? It is more than good reporting;
there is an editorial between every line
which to me demonstrates once again
how deeply and conscientiously you
strive to help sponsor and broadcaster
co-ordinate their efforts to their mu-
tual advantage.
Merchandising by media is, of
course, a controversial subject. At one
extreme are those who virtually break
their necks helping their advertisers
sell products: at the other extreme are
those who won't lift a finger. And in
between are as many variations as
there are people. The trick is to find
out who does what.
I recall an effort you made along
that line last year ("Merchandising is
like fingerprints'* — sponsor 23 August
and 11 September 19501. I was grati-
fied then that many of the stations em-
ploying our service were included in
your listing of "merchandisers" and I
am gratified now to announce that
they still believe in giving the sponsor
their full cooperation. We recentlv
polled them on iheir willingness to go
beyond dealer letters, lobby displav.
space advertising and personal check-
up on dealers' counters and window
display.
Here are some of the answers we
have received to our questionnaire:
"We will try to locate wholesal-
ers and/or distributors for products
advertising on our station."
The TeePee Stations. West Texas
"We will make personal calls on
retailers to urge them to push and/
or stork the advertised items."
WCMW, Canton, Ohio
"We will report to the advertiser
the results of such efforts."
WCBT, Roanoke Rapids. N. C.
"We will allocate up to 5% of
i Please turn to page 83 I
SPONSOR
"58,508 votes! Is everybody voting
in WAVE'S Disk Jockey Contest?"
If you think there's any other important
advertising medium in Louisville,
aside from WAVE, we won't say you're
wrong. But for the past ten
weeks, The Oertel Brewing Company's
late-evening Disk Jockey Show
(10:15 to 11:30 p.m.) has been pulling an
average of 3,771 individual mail
5000 WATTS • NBC
pieces per week, plus 2,080 individual
telephone calls. Emcee Bob Kay
is swamped, and Oertel's '92 Beer is
selling like mad all over the WAVE area.
This in a market with six
other radio stations and two television
stations. Write us for
all the facts — or ask Free & Peters !
WAVE
• LOUISVILLE
4,
Free & Peters, Inc., Exclusive National Representatives
H JANUARY 1952
Happy Landing in Woodbury Whe
America's first successful
flight ended in Woodbury
on January 7, 1793, after
a 45-minute journey from
Philadelphia.
%^}^^ *fvj
L_J L
Li
WFIL . . . FOR MORE SALES
IN WOODBURY
There's sales significance in suburban,
residential Woodbury . . . peaceful
seat of Gloucester County. Signifi-
cant is a "quality of market" index,
16 points above the national average
... a population of 10,000 in a town
that sells $14,542,000 worth of retail 1
goods. And don't forget any of
Gloucester County's 91,000 residents
— among them New Jersey's leading
truck farmers. Remember, in this area
three out of four families with radios
listen regularly to WFIL.
BROADH
URST 1.
met— His
WILIIAM T. MARKS, Auto Serviceman
RUTH C. HOISTON, House
Abbotts I
rypicalol
- Folks iti and around Woodbury
Woodburv housewives pu
1,000 a year with the town's
$4,083,000 worth of food every
retail. He
10 automotive dealers. He is the repair
the town s 37 grocery stores. He
. I % lister.
„ rul.ltls
co WIIL
shop foreman at Ace Motor Sales.
nishings sales amount to 1700,00
bu Cover All of America's 3 rd Market
id.elpL.ia
WFIL . . . MORE SALES
IN THE 14-COUNTY MARKET
There are many towns like Wood-
bury in Philadelphia's 14-county Retail
Trading Area . . . where 4,400,000
people really listen to their radios.
And in every corner of America's
3rd Market, you consistently reach
two out of three radio homes with
WFIL — wonderful opportunity to
shape buying patterns that result in
more than $4 billion worth of retail
sales a year. There's a huge bonus
zone, too, when you schedule WFIL
. . . best buy in Philadelphia radio.
VILLIAM C. WAKEMEN, Hardware
dealer— His Woodbury Paint & Hard-
vare Co. is one of Gloucester County's
■7 hardware and building supply stores.
jiTieir sales total $6,566,000 every year.
HOWARD C. CRUMLEY, Dry Cleaner—
In this town where 21 apparel stores do
nearly a million dollars worth of
business each year, his firm of Bain
and Adams maintains a steady volume.
Ifiotc yet a
RIG BONUS
IN S"*,
ON
WFBM-TV
. INDIANAPOLIS
WFBM Radio Is First
in Listening, Too!
* First in the morning]
•k First in the afternoon]
• and a Great Big First at Night]
50% more listeners at night than
any other Indianapolis station.
*• Hooper Rotings, February through April, 1951 .
Says T. L. TADE, Manager
GOODRICH TIRE AND RUBBER
COMPANY STORE
Vincennes, Indiana
'In Vincennes, we get liVFBM-TV best!"
• When we interviewed Mr. Tade and other leading television set re-
tailers in Vincennes, they estimated some 500 sets were already installed
in Vincennes and Knox County . . . and, without exception they said
"WFBM -TV is the station in this area!"
That's why WFBM-TV is a big BONUS buy! On Indiana's famous
"first station" you're selling the heavily populated heart of the State,
with its 192,500 TV sets — and you also reach an additional well-monied
audience you can count in thousands. They are the folks in large towns,
small communities and on the farms outside our 60-mile area who
regularly tune in the only station they can get — WFBM-TV!
Your clients distributing in Indiana will appreciate your telling
them this story!
♦Source: BROADCASTING -TELECASTING, January 7, 1951
*?Oi4£ 4*t *)acUa*ta
, ^^pB I A i i : J i i P m, M
REPRESENTED NATIONAL!.* BY THE KATZ AGENCY
New and renew
14 JANUARY 1952
I. J\'cmj on Radio Networks
NO. OF STATIONS
Father Knows
; Th 8-8:30 pm; 10 Jar
Kellogg Co
Kellogg Co
Kellogg Co
Kraft Foods Co
Lever Brothers Co
R. J. Reynolds Tobae
i>Fcrry-Hanly
CBS
L88
Sunday News Special; Sun 5:55-6 pm; 6 Jan; 52 w
& Rubicam
ABC
2irt
Sanka News Roundup; F 9:55-10 pm; 28 Dec; 52 w
leaves
ABC
21
Joe Emerson's Hvmn Time; M-F 3-3:15 pm ; 2 1 I>.
52 wks
ABC
220
The Big Hand; M 8:30-9 pm; 14 Jan only
ABC
193
Hollywood Star Playhouse; Th 8-8:30 pm ; 17 Jan
& F.ekhardt
ABC
211
Tom Corbett, Spaee Cadet; T, Th 5:30-55 pm; 1 Ja
52 wks
urnett
CBS
1S6
Carl Smith; M-F 3:45-50 pm; 3 Jan; 52 wks
.rnett
MBS
1<> t
Wild Bill Hickok; M. W, F 5:30-55 pm; 31 Dee;
ter Thompson
MBS
531
Queen for a Day; M. W, F 11:30-45 am; 1 Jan;
wks
CBS
151
Big Town; W 8-8:30 pm; 2 Jan; 52 wks
n Esty
NBC
1TO
Vaughan Monroe; Sat 10-10:30 pm ; 5 Jan; 52 wks
son-Koch
MBS
527
John J. Anthony; Sun 9:30-10 pm; 6 Jan; 52 wks
& Holden, Car-
ABC
245
John Conte Show; M-F 8:55-9 am; 1 Jan; 52 wks
2. Renewed on Radio Networks
NO. OF STATIONS
PROGRAM, time, start, duration
r & Gar
r & Can
r & Gar
Electric Produ.
: & Ruble
n & Bowl.
Mtl
222
The Top Guy; \\ 8:30-9 pm; 31 Dec; 52 wks
\\»
212
Defense Attorney; Th 8-8:30 pm; 31 Dec; 52 wks
MBS
Frank Edwards and the News; M-F 10-10:15 pm ; 31
Dec; 52 wks
(Its
122
Rei:fro Valley Sunday Morning Gathering; Sun 8:30-
9:15 am; 6 Jan; 52 wks
CBS
164
Arthur Godfrey's Talent Scouts; M 8:30-9 pm : 7 Jan;
52 wks
MBS
456
Queen for a Day; M, W, F 11:45-12 noon; 31 Dee;
52 wks
(Its
29
Allan Jackson and the News; M-F 6-6:15 pm ; 1 Jan;
(Its
151
Rosemary; M-F 11:45-12 noon: 31 Dec; 52 wks
(Its
156
Big Sister; M-F 1-1:15 pm ; 31 Dec; 52 wks
(Its
161
Ma Perkins; M-F 1:15-30 pm; 31 Dec; 52 wks
( Its
158
Young Dr. Malone; M-F 1:30-45 pm ; 31 Dec; 52 wks
( Its
159
Guiding Light; M-F 1:45-2 pm; 31 Dec; 52 wks
cits
152
Brighter Day; M-F 2:45-3 pm; 31 Dec; 52 wks
"1HS
r.(i(i
Gabby Hayes Show; Sun 6-6:30 pm; 6 Jan; 52 wks
NBC
166
Grand Ole Opry ; Sat 9:30-10 pm ; 5 Jan; 52 wks
( Its
156
Pursuit; T 9:30-10 pm; 1 Jan; 52 wks
NBC
33
Sunoco Three Star Extra; M-F 6:4S-7 pm ; 14 Jan; 52
ABC
96
Sammy Kaye's Sylvania Sunday Serenade; Sun 5-5:30
pm; 6 Jan; 13 wks
( Its
VIM
178
102
Grand Central Station; Sat 11:25 pm; It Happens
Every Day; Sat 1:25-30 pm; 29 Dec; 52 wks
The Voice of Prophecy; Sun 9:30-10 pm; 30 Dee;
I & Fckhardt
• In next issue: New and Renewed on Television (Network and Spot) ;
Station Representation Changes; Advertising Agency Personnel Changes
Geo. W
B
ett
(41
Ralph E.
De
nnis
(4)
Scott Dc
na
ue
[41
W. Fine
hr
ber
(4|
Robt. B.
He
nna
(4)
New and renew 14 January 1952
3. New National Spot Radio Business
£l
SPONSOR
PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration
Best Foods Inc
ii. o
Oats Benton & Bowles S
(N.Y.)
1 lotion BBDO INI.) t
veral mkts Annc.nts; 17 Feb; 22 wks
< fa ■• Tl.,i„ Sales
II....
<> -I..- Annemts; 7 Jan; 13 wks
Corp
Curtis Publishing r.o
Boll
lav magazine BBDO IVY.) N
ill Chain breaks; 16-2S Jan
Griffin Manufacturing
polish Bermingham. Castle- N
ill; warm weather Annemts; 28 Jan; seasonal
man A Pierce
mkts
(N.Y.)
Penick S Ford Ltd
Mv-T-Fim- dessert- BBDO (N.Y.) 40 mkts Parti.: mid-Jan; 1 :t v,k.
4. National Broadcast Sales Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
Margaret Alrott
Kata, N.Y., member sis dept
Same, sis sve mgr for radio, tv
John B. lli-.Mll
Benton & Bowles, N.Y., vp
Charles King Radio Productions Inc, N.Y.. board
Gale Block) Jr
John Blair. Chi., acct exec, vp
Same"! Ts'o creative sis work assignment
George W. Brett
Katz, N.Y., vp
Same, also dir radio, tv sis policy
Robert J. Brizzolara
Esquire, Coronet, Chi., newsstand prom
United Television Programs Inc, Chi., adv dir
Fred Brokaw
Panl H. Raymer Co. Chi., head middle
west, west coast operations
Same, N.Y., exec vp
Ralph E. Dennis
ABC, N.Y., member net tv sis staff
Katz, N.Y., member tv sis staff
Charles F. Dilcher
John Blair, Chi., acct exec
Same, mgr
Scotl Donahue Jr
Katz, N.Y., asst sis mgr for tv
Same, sis mgr (tv)
George R. Dunham Jr
CBS-TV, N.Y.. eastern sis mgr spot sis
WCBS-TV, N.Y., gen sis mgr
Jam,. G. Eberle
WWJ, Detroit, pub affairs mgr
Same, radio sis mgr
William H. Finrshribrr
MBS, N.Y., vp in charge prog
M. M. Fleischl
WMCA, N.Y., acting gen mgr
Paul Godofsky
WHLI, WHLI-FM, Hempstead, N.Y., stn
Same, pres, gen mgr
Kokcrt B. Hanna Jr
TRCB, WGY, WGFM, Schenectady, sins
Same, mgr broadcasting stns dept
Jack Hetherlngton
Gardner, St. L., timebuyer
Adam J. Young, St. L., office mgr
Hub JackBon
Joseph Hershev MeGillvra. Chi., mgr
Same, also vp, dir
Morris S. Kcllner
Katz. N.Y., asst sis mgr for radio
Same, sis mgr (radio)
John B. Lanigan
Time, N.Y., consumer adv specialist
ABC, N.Y., vp in charge tv
Frank C. Oswald
WGAR, Cleve., auditor
Edward Lamp Enterprises. Cleve., asst to pres
Wendell Parmelee
WWJ, Detroit, sis mgr
Same, natl sales liaison
A. A. Schechter
Crowell-Collier Publishing Co, N.Y., vp
NBC-TV, N.Y.. gen exec
Howard J. Silbar
WOOD, Grand Rapids, prom dir
Same, also sis sve mgr
Paul Ticn.fr
Paul H. Ravmer Co. NY., eastern sis mgr
Same, Boston, office mgr
Dean R. Upson
KTBS. Shrevrport. La., ron.nl mgr
WAPI, WAFM, Birm., radio operations mgr
Robert W. Ward
WJJD, Chi., sis rep
Dirk Winters
WINS, N.Y., pub mgr
Same, d,ir prom, pub
5. Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Fd Altshuler
Ka
ye-Halbert Distributors. L. A., publicity
Same, natl marketing dir
Henry Dorff
Al
red J. Silbcrstcin-Bert Goldsmith. N.Y., acct
Gruen Watch Co, N.Y., adv dir
Alfred Gussin
Fit
th Carpet Co, N.Y.. adv mgr
Same, adv dir
Ray Mce
Ge
neral Time Corp <W lox .llv). La Salle.
III., asst adv mgr
Same, adv mgr
Henry M. Srharhte
rden Co, N.Y., natl adv mgr
Same, adv dir
Edward II. Smythe
l(.
ckwood & Co, Bklvn.. mgr, sis. adv. brand-
General Foods Corp, N.Y. (Walter Baker chocolate
ed goods
and cocoa div), sis, adv mgr, grocerv store prod
6. New Agency Appointments
PRODUCT (or servic
( arpenter-Morton Co, Everett, Maaa.
Household, in
Deepwater Sea Foods Ine, Boothbay llarbo
r. Ma.
Live lobsters
Free Methodist Church, Weal Lawn, Chi.
Free Method!
America d
Numbers after names
Frott] Crema Products Inc, St. L.
Ccml-Curl ho
refer to New and
William Horn & Co. Dallas
Sea Feast sal
Renew category
Jrttronairr Inc. McKce-porl. Pa.
Heating systc
Hub Jackson (4)
King Midas Flour Mills, MnpU.
Flour produc
M. S. Kellner (4)
Lama Linda Food Co. Arlington. Calif.
Gravy Qulk
Frank C. Oswald (4)
MaU Ftnai Corp. Shelby, V (.
Finance firm
A. A. Schechter (4)
Mason « Mason Inc, Chi.
Mason's root
H. M. Schachte (5)
Moeller Nig Co, Racine
Bottle stopper
North Mar Airroach. Chi.
Vir travel
Church of Not
M
....... Crecnthal,
N.Y.
M
.1.
K
...
e & Albright
C. Dowd, B
Phila.
1!
N
eily Associat
s, Roothha.
H.
.1.
r F. Bennett
n, St. L.
Chi.
1.
d
Workman, D
lias
Di
n
W. Frvr. Pittsb.
Cr
utt
enden A Ege
, Chi.
El
wo
>d J. Robins..
1, L. A.
\\
,1.
r J. Klein. Charlotte
Ir
in
g J. Rosenblo
..... Chi.
Ja
.,1
son & Tonne
Chi.
on
Associates.
Icvcrlv Hill.
M
or
■ & Reckkam
Greenwich,
KCBQ the Winnah..
and new
* > champeen/
The New HOOPER Champeen . . . /';/ America's fastest growing major market*
KCBQ is the most hstened-to station in San Diego
according to the latest Hooper Index
• San Diego —
America's 3.W market —
is America's first major
market it) population
growth.' The latest U.S.
Census proves that
San Diego has almost
loubled ».,. ,040
KCBQ up 14% in past year
Old Champ down 24% in past year
over the past three years --
KCBQ up 51%
Old Champ down 34V 2 %
a//, Hate
WEMP
MILWAUKEE
ONE OF
INDEPENDENT
RADIO STATIONS
MORNING
ut t6e Tfatcottf
N,GHT &»4.
ut t£e TlcUiottf
SOURCE: Hooper Radio Index— Unaililiat
•d Stations Aug. Sept. <<>■
WEMP-FM
MILWAUKEE
L
A. L. Blinder
■other
President
rciture Co., Chicago
The depression year of 1932 was hardly considered a rosy time to
start a new business, But. Milwaukee-born Abe Blinder did just that
in Chicago — and to the satisfying tune of a million and a half dollars
in volume the first year.
Todifj . 20 years and three Chicago furniture stores later, plus one
in Milwaukee, sales volume is well over $4,000,000. Abe Blinder
unhesitatingly credits radio. "Radio built our business." lie >a\-.
"As trade flourished, we added newspaper and TV advertising. But
we still find it profitable to spend 60" of our current $350,000 ap-
propriation on radio." I$2y 2 to 3.000,000 on radio alone since the
first store was opened.)
However, it's not just a question of money spent. Forty-five-year-
old Blinder has definite ideas on radio sell. He reminisces: "When
people responded to a radio advertisement in the "30's, it was a new-
experience. They'd come into the stores to talk about the artists
and radio itself . . . but they were skeptical of air ad claims. Today,
radio is no novelty, so sincerity and style of copy are all-important.
We play up the 'sell'; play down the 'personality'."'
Neither "sell" or sinceritv are a problem for Blinder. He combines
Loth with skill. His chief air outlets: Chicago's WBBM and WGN.
with programing as varied and in good taste as the furniture he sells.
Programs have run from an Irish balladeer (1933) and the first
man-on-the-street show with Pat Flannigan I 1934), to a variety show,
man-on-the-street stint currently on WGN. Also on the air, on
WBBM, are Theatre of Thrills, sports, news and music shows.
\ll this is directed at the family. "Women do the buying and men
pa\. so both have to be thoroughly sold," Blinder believes.
For this thorough selling, radio copy is limited to a maximum
of five separate furniture items with prices always mentioned. News-
papers ami TV complete the ad setting and help keep Nelson Brothers
"First in Furniture."
Still, Blinder won't settle hack into a comfortable Nelson Brothers
easj (hair. Hobbies? None. For outside activities. Blinder main-
lain- memberships in several Chicago and Milwaukee business bu-
reaus and furniture associations.
Ill
Dwighi Cr«
on W HUM wit
• • •
(r.)
ALFREDO ANTONINI 88* KAY ARMEN 99*
MINDY CARSON 71*
TED DALE 99*
SEE OTHER SIDE
...ROSEMARY CLOONEY, too
APS now proudly
announces the
newest shining star
in the greatest
array of talent
ever assembled in a
transcription library
Rosemary Clooney joins a great roster
of great artists available to APS li-
brary subscribers from coast to coast.
All of them were carefully chosen for
popularity, for genuine talent, for
guaranteed listener appeal.
Not the usual one-shot recording date
. . . not the routine disc or two . . .
but real continuity of performance
. . . a dependable steady supply of
fresh music . . . great depth of titles
. . . that's the APS talent policy.
The result is a sparkling library you
can program from ... a library no
other can effectively program against.
thv library that pay* tor itneW*
Assoeiated Program Service
151 West 46th Street, New York 19, N. Y.
Why pay for music you
don't play? That's the
reason so many Broad-
casters use APS brand-
new specialized librar-
ies .. . smaller units
taken from the famous
APS full library ... at
prices from $19.50 per
month (one year only).
* Number following artlstt' nam
reverse page indicate current
iclectlon by these artlttt In the APS library.
Subject:
New developments on SPONSOR stories
•• \li«r midnight"
13 February 1950, p. 28
D.J.'s from coast to roast are pull-
in <r sales for advertisers in the
wee hours of the morning
Radio d.j.'s are as numerous as TV cowboys and, like the video
range riders, they're top hands at sales. One of the newest of the
night owl tune spinners perking up advertiser ears is KFWB's Larry
Finlev in Hollywood.
His midnight to 4:00 a.m. program, the Larry Finley Show, started
as a sustainer about three months ago. The locale: Kings Restau-
rant, the "Toots Shor of Los Angeles."
By now 11 sponsors have picked up the tab, including 330 Motors,
Rhodes Jewelers, Berman's House of Style, Sampson Electric Com-
pany, Biltwell Furniture Company, Roger Shoe Stores, TV Remote
Control, Virgil Appliance Company, and Kitch Queen Dish Washers.
Secret of this quick sponsorship lies in Finley 's commercial ap-
proach. All commercials are ad libbed, and he makes this statement:
"There is a money back guarantee to the listener on anything they
buy on the Larry Finley Show because of the arrangement I have
with my advertisers."
Typical pitch for 330 Motors permits listeners to select any car
they like; drive it for 48 hours without any obligation. At the end
of that time, if they don't want it, they can return it to 330 Motors
without any charge. This technique sold over 19 cars in four days.
Sales alone aren't the only indication of audience response after
midnight. Finley, in his first six weeks of airing, received 17,500
letters, some from as far east as Nashville, as far south as Mexico,
and as far north as Alaska. Phone calls now average 275 an evening.
And, the final clincher, Kings Restaurant says business is up 400%
since the inaugural program with the place filled to capacity by 2:00
a.m. On week-end nights, they open the banquet rooms to accommo-
date an extra 250 persons.
See:
"How to win with Juan"
|W
Issue:
4 June 1951, p. 25
ILA
Subject:
3.500.000 Spanish-speaking people
provide fertile sales field for wide-
awake advertisers
The West Coast Packing Corporation (Compagna tomato paste
and Far Famed tuna I and RCA Victor (records and TV sets) com-
bined radio and TV sponsorships of the Rose Parade on New Year's
Day to double their impact on the Spanish-speaking audience.
Under a novel promotional agreement, KFVD, Los Angeles, for
RCA Victor, presented a Spanish parade commentary by Eddie Rod-
riguez. He, in turn, constantly reminded listeners to dial Channel
9 for the parade telecast. Then, on Channel 9, West Coast Packing
utilized visual commercials I KHJ-TV-Don Lee, Los Angeles) to
reach the more than 100,000 TV families of Mexican descent in the
Los Angeles area. On the radio side statistically, there's a potential
listening audience of 500,000 in seven southern California counties.
While the RCA Victor- West Coast Packing approach is something
new in co-promotional efforts, they're hitting a market that's rich in
sales payoffs. Other advertisers attracted to this area include P.
Lorillard, Borden, Pet Sales, Carnation, Best Foods, Procter & Gam-
ble, Pepsi-Cola and Quaker Oats. Their key finding: Spanish-speak-
ing customers prefer to listen to advertising than to read it.
SPURRED
IS
?#rw
With gamecock
action we are
winning sales battles
right in the heart of
the richer-than-ever^
Carolina Piedmont
(Spartanburg-Greenville) Area.
And, at the same time, we are
delivering the largest listening
audience on any station in
the area!* WSPA personalities
— Jane Dalton, Farmer Gray,
Cousin Bud, Ed McGrath,
Ace Rickenbacker — plus smart
programming and the greatest CBS
shows are responsible for that!
*BMB Report No. 2.
Represented By
John Blair & Co.
Harry E. Cummings
Southeastern Representativi
No. 1 CBS Station For
The Spartanburg-Greenville Market
Roger A. Shaffer
Managing Director
Guy Vaughan, Jr.
Sales Manager
WSPA
5,000 WATTS 950 KC
South Carolina's Oldest Station
SPARTANBURG, S. C.
14 JANUARY 1952
CUSTOM TAILORED TELEVISION
In television today, Spot Program advertising
can take your selection of material,
mark it to your measure, and shape it
to fit your sales areas.
Yes, Spot Programs, custom-fitted
to your needs, can suit you
to a TV... at "ready-to-wear" prices.
BUY TV BY SPOT and forget
any network-ordained "must" cities.
Pay only for the markets you want ,
get the markets you want . . .
AT READY TO WEAR PRICES
. . . have the picture quality of your program
uniformly clear in all markets.
All this, at savings in time charges
which are enough to cover film prints,
their distribution and other costs.
Whether you're already enjoying television,
or are merely planning to try it for size
some day, it's worth examining these
basic advantages of Spot Program advertising.
And there are many more.
In fact, there's a man at the Katz office
, nearest to yours, who can quickly
and clearly show you how all the benefits
of Spot Program television
can be professionally fitted
to your needs.
NATIONAL ADVERTISING REPRESENTATIVES
LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY
A Young Man of DISTINCTION. . .
in a MARKET OF DISTINCTION
The market is Minneapolis— St. Paul
where the PER CAPITA CONSUMP-
TION OF FLUID MILK IS THE
HIGHEST OF ANY MARKET IN
THE UNITED STATES!
WTCN is the station in the market
which for 10 years has carried 80%
of the joint advertising budget sub-
"They knew his bell. \
scribed by the Milk Producers and the
Milk Dealers.
No spectacular offers or "gimmicks" —
just a solid program of news and the
telling of the milk story by John Ford
—a WTCN Town Crier. The increased
rate of milk consumption, year by year,
has been steady — rather than spectac-
ular. A desirable method, we submit!
and so the friendship of a voice with many people was formed"
1' f N
own \trier lv
of the
orthwest
MINNEAPOLIS — ST. PAUL
RADIO ABC 1280 . TELEVISION ABC CBS DUMONT CHANNEL 4
SPONSOR
Why don't advertisers
use more farm radio?
Hebraska
Farmer
$60,000,000 is poured annually into farm spaee
by ad leaders, yet farm AM's often overlooked
®Leaf through any typical copy
of the better-known farm pub-
lications, like Farm Journal,
Nebraska Farmer, Country Gentle-
man, Prairie Farmer, and Wallace's
Farmer. You'll find them well stocked
with advertising — and not just with
ads from firms who have farm machin-
ery or feed for sale.
There are plenty of consumer adver-
tisers using these publications, and us-
ing them on a fancy scale with spe-
cially-designed ads and copy slants for
farm readers.
Here are a few: General Motors
($10,000,000 spent in farm publica
tions last year) ; General Foods ($9,
000,000) ; Ford Motor Company ($5,
000,000); R. J. Reynolds ($4,500,
000); Lever Brothers ($3,000,000)
There's a long list that follows, includ-
ing nearly all major advertisers with
the notable exception of Procter &
Gamble, as good-sized users of farm
publications.
Then, make your own check-up to
find how many of these advertisers go
after the same $17-billion farm market
with specially-tailored farm radio cam-
paigns. SPONSOR did — and the result
was a shock.
Practically none of these major ad-
vertisers were using what could be
properly called a "farm radio cam-
paign." Practically all of them used
broadcast advertising in a general way,
but when it came to a pinpoint ap-
proach to the rural customer, farm
publications got the nod.
When sponsor asked leading adver-
tisers, agencies, farm stations and sta-
tion reps, as well as industry associa-
tions like Broadcast Advertising Bu-
reau and the International Association
of Radio Farm Directors, to explain
this seeming paradox, the answer usu-
ally went like this:
"Sure, most big advertisers are
aware that the farm market is a huge
consumer market, out of all proportion
to numbers. But there still isn't the
proper kind of information available,
the right kind of research, and enough
good result stories to wake them up to
the usefulness of farm radio."
Whose fault is it that more media
promotion isn't done for farm radio?
The blame rests on the shoulders of
the broadcasters. Yet there are hope-
ful signs. The BAB has plans in the
works to make special presentations
during 1952 covering the latest infor-
mation on farm radio, but hasn't had a
chance to do much so far. A few big
stations with large rural listening — like
WLW, KVOO, WNAX, WLS, KWKH,
WSM, WWL, WFAA, WHO, WOW,
and others — have done a good job in
promoting themselves to primarily-
farm accounts, but have had only lim-
ited success in promoting to more
"general" air clients. There's still noth-
ing in the field of farm radio that com-
pares to the slick media promotions
done by the Agricultural Publishers
Association, and other industry groups
of farm publications.
The maior national advertiser, who
has decided that farm radio can do a
job for him. has to go through an enor-
Missouri
Ruralist
-"GptJer's
CONSUMER ADVERTISERS USE
FARM PAPERS APLENTY
Feiv of these consumer products are sold specifically
to farmers via radio, yet all were sold via two issues
of typical farm papers*
Conoco Products
Cheerios
Dreft
Folger's Coffee
Standard Oil products
Timken Silent heaters
Sunkist Lemons
Robin Hood Flour
Greyhound Bus Lines
United Air Lines
Northwestern Bell Tel.
i Motor Oil
Weed Tire Chains
Ben-Hur home freezers
Ball-Band overshoes
Mobiloil, Mobilube
Quaker cereals
Banker's Life Insurance
1st Fed. Savings & Loan
Fleischmann's Yeast
KVOOs Schneider (I.) is typical farm radio
director, helped prepare SPONSOR survey
which is covered in article on these pages
mous amount of digging to get his
facts on farm radio. The size of this
job is enough to scare anyone away,
and usually does. Farm publications,
at that point, often win out by de-
fault.
Too often advertisers forget that
farmers love radio. And since TV (ex-
cept in parts of New York State, New
Jersey, and Ohio) leaves the farm mar-
ket practically untouched, radio is still
the greatest mass medium of farm au-
diences. It's not at all unusual for a
bi<i farm to have from eight to 12 ra-
dios, plus others in cars, trucks, trac-
tors and barns. A recent series of pub-
lic utility surveys, taken in farm areas,
showed that about nine out of 10
farmers bought a radio set in 1951 —
and most of these were extra sets (port-
ables, car radios, table models). Rural
electrification is still making rapid
strides, now serves 950 of farmers.
The last big survey made by Rural Re-
search. Inc.. in 1950 showed that farm
radio saturation was 99.20' — about
y '( higher than the nation's average.
I pcoming surveys will probably show-
near-saturation. Reasons for the farm-
ir - hoi interest in radio follow.
Farmers depend on their radios as
few other groups do. Being business-
men, they turn to their radios for
everything from the latest farm weath-
er reports to agricultural or stock-rais-
ing advice. Farm families, listen avid-
ly to all sorts of general programing.
Better-off than the average American,
they buy more radio-sold products per
capita than any other comparable seg-
ment of the U.S. (For typical farm
radio results stories, see the opposite
page.)
It's more-than-ever worthwhile to
reach the nation's farm audiences
through radio. Farm income is up
again, after a 1948-through-1950 slump
in which farm income fell off 27% due
to a round of warm winters, cold
springs, droughts and floods. As a
market, the nation's farmers are today
a sizable slice of the population, and
have money to spend on everything
from farm tools to luxury items.
Some symptoms:
• After hitting 17.8 billion in net
realized farm income in 1947, the
curves on the Department of Agricul-
ture graphs of 1949 plunged down to
a post-war low of 13.0 billions. In
1951, however, they snapped back early
in the year, went on to hit 16.9 billions.
1952 expectations, as sponsor went to
press, are even higher, and may hit
17.5 billions, according to Department
of Agriculture projections.
• Even with all this money to spend
on everything from labor-saving de-
vices to luxuries, the farmer's stand-
ard of living still doesn't compare with
his more urban cousins. There's room
in virtually every farm home, accord-
ing to the authoritative Farm Journal,
for more electrical appliances, furni-
ture, clothing, insurance, hardware,
autos, radio sets, etc.
• Although there are fewer people,
when noses are counted, living on U.S.
farms today — about a million less than
at the same time last year — this is more
than offset by the step-up in income.
It's still a giant market. In April of
1952, there will be about 22,250,000
people living on some 6,000,000 farms
in this country, according to the Bu-
reau of Census. Average farm income
will be $4,500 and up, with some mam-
moth farms going into the $500,000
bracket.
That's a quick picture of where the
nation's farm market stands today.
But, what about farm radio as a means
of reaching this audience?
To learn what sponsors themselves
thought about farm radio, SPONSOR
several months ago enlisted the help
of Sam B. Schneider, Farm Director of
Tulsa's 50 k.w. station KVOO, and re-
cently elected president of the IARFD.
Schneider made a special survey
among advertisers for SPONSOR. Re-
sults of questionnaires returned to
Schneider in his International Associa-
tion of Radio Farm Directors survey
are here released exclusively for the
first time. The opinions expressed by
these advertisers show that old and new
advertisers give glowing accounts
about their use of farm radio. The
IARFD survey also points up new op-
portunities and ideas for advertisers
and broadcasters.
NOTE: It's pertinent to point out
that the IARFD-sponsor survey had to
FARM AIR USERS ARE MOSTLY FARM-PRODUCT FIRMS LIKE NEW IDEA (LEFT); BROCK CANDY (RIGHT) IS THE EXCEPTION
BROCK -
Eight farm radio success stories
confine itself to primarily-farm adver-
tisers, since few "general" advertisers
are using farm radio. However, a lit-
tle checking will show these latter ad-
\ ( srtisers that there are many outstand-
ing entertainment shows, early-morn-
ing shows and folk-music shows avail-
able. Stations who air these shows in
farm areas will be only too glad to
point out results achieved in the past,
as well as opportunities for new farm
radio advertisers in the future.)
Here are highlights from the IARFD-
sponsor survey. They include re-
plies from Chicago's Lehon Company
iMulehide Roofing), Limestone Prod-
ucts Corporation of America (Lime
Crest calcite products), Consumer's
Cooperative Association of Kansas
City. Hercules Powder Company (tech-
nical materials for formulators) , Pet-
rolane Gas (liquid petroleum), Kerr
Hatcheries (baby chicks, etc.), d-Con
Company (rat killers), Consolidated
Products Company (pig and chick
emulsions, etc.) . Here's what these ad-
vertisers, who have been using farm
radio anywhere from one to 21 years,
had to say about this type of airselling:
Q. Did the advertisers find farm ra-
dio effective, and if so, what did they
like about it?
A. Reactions in this direction were
universally favorable among the re-
spondents. They liked farm radio just
fine. Comments ranged from that of
Alvin Eicoff, ad manager of the d-Con
Company ("Radio has done a miracu-
lous job for us. We are using every
major farm station we can get — all
very successfully") to the statement of
Frank Baker of Reincke, Meyer &
Finn, ad agency for Lehon Company
( "Dealer reaction is very favorable.").
Others complimented farm radio on its
ability to supplement farm magazine
advertising, to do a good job in prod-
uct introductions, but above all in get-
ting results.
Q. How did they split up their ad
budgets, and where did farm radio fit
in?
A. For the 75% of the panel who
let their hair down in this ticklish
poser, there was interesting and easily-
recognized trend. The longer the firm
had been using farm radio, the more
money was spent in it. This ranged
from small increases to large increases.
Examples: (1) Kansas City's Consum-
er Cooperative Association, which had
Water Systems
A. Y. McDonald Co., manufacturer
oj home water systems and plumbing
supplies, bought a five-minute show
daily at 5:40 a.m. for $10 per pro-
gram. Show featured Chuck Worcester,
the stations Farm Service Director.
To prosperous Iowa farmers, Chuck
sold the merits of $1,500 water sys-
tems, landed 298 choice prospects in a
week's time. Cost to the advertiser:
about 20tf per prospect.
Pgm: Farm News, WMT, Cedar Rapids
Farm Equipment
International Harvester distributor
in Woodland, Cal. is going into his
fifth successful year of sponsoring an
early-morning farm shoiv, selling wide
line of IH equipment, freezers. This
is the only air advertising done by the
dealer (Graco) . Client attributes 25%
of his gross sales to the farm show,
featuring station s farm director, Ray-
mond Rodgers, thinks ruralites "re-
spond to radio above the average."
Pgm: Valley Farmer, KFBK, Sacramento
Farm Feeds
Petroleum Products
Standard OiVs St. Joseph (Mo.) di-
vision has learned the value of spon-
soring special one-time shots aimed at
farm audiences. Recently, they bought
the National Plowing Matches, ar-
ranged special remote pickups, and
drew a crowd of nearly 50,000 people.
Both public relations and sales returns
have since proved excellent. Client:
"One of the most successful events,
compared to money spent."
Pgm: Plowing Matches, KFEQ, St. Joe
Canadian Mills is one of the sponsors
of a sell-out morning farm show.
Firm's ad agency recently reported
that "the mill's records show an in-
crease of approximately 500,000 lbs.
of the radio- featured brands of feed
during the quarter." A reducing diet
giveaway pulled 2,500 requests with
just three mentions; inquiries came
from entire state, and from Texas and
Kansas.
Pgm: Farm Reporter, WKY, Okla. City
Contract Farming
Campbell Soup Co. has been a three-
year sponsor in a farm show aimed at
Pennsylvania and Jersey contract to-
mato and carrot growers. It's paid
off in public relations and in business,
since growers have increased their
acreage yields by 30% 05 a result
of sound advice of farm director
Amos Kirby given on the show. Be-
tween 68% and 74% of growers in
the area are regular listeners.
Pgm: Rural Digest, WCAU, Philadelphia
Home Equipment
Don Atkins Co., manufacturer of
lightning rods, had lightning-like re-
sults from farm radio. Client used
$500 worth of minute announcements
over three-month period, got a return
of $20,000 in new business traceable
to one of radio's oldest farm shows
with intensely loyal audience. Prod-
uct had been a slow mover when ad-
vertised in strictly farm publication
advertisements.
Pgm: Farm Hour, KDKA, Pittsburgh
Animal Medicines
Dr. L. D. Legear Co. used to have
strictly-seasonal sales, was a confirmed
user of farm publications as primary
ad medium. In 1943, went into its
first radio campaign, has been on the
air regularly ever since. Now selling
the year-round, Legear Medicines are
air-sold for 32 weeks. Client recently
stated: "Your station has given us out-
standing results. Client admits sales
jumps match radio coverage closely.
Pgm: Farm shows, etc.. KVOO, Tulsa
Rose Bushes
Charlotte Nurseries bought partici-
pations in one of the South's best-
known farm shows, featuring Grady
Cole, station farm editor. Early-a.m.
radio pulled 54,412 orders, priced
from $1 to $3.95 in 13 weeks. Aver-
ages 575 bushes per day. Same sta-
tion does top selling job for firms
ranging from Ford Tractors and Ches-
terfield cigarettes to Hormel foods with
morning farm shows.
Pgm: Grady Cole, WET, Charlotte
SERVICE |
put 60' < of its budget in newspapers,
III', in radio in L948, and is now
spending jusl the reverse of that 60-40
split on the air: (2) d-Con Company,
which used to put 20' , of its ad dol-
lars into newspapers, 10'r in maga-
zine-. 70$ in farm radio a few years
ago. Today. d-Con puts l.V, into
newspapers. S'i into magazines. <">' ,
into merchandising tied to radio, and
72' i into radio: (3) Limestone Prod-
uct- Corporation, which used to put
''.".'. of its ad dollars into magazines,
1 ' i each in newspapers and magazines
in L949, has realigned that to a current
campaign of \' > in newspapers, 66%
in magazines, and 339? in farm radio.
Q. Can current farm radio be im-
proved, and if so, how?
A. Respondents to the KV00-SP0N-
sor study gave some pretty frank an-
swers on this one. Yes, most of them
thought farm radio could stand some
improvement, sponsor herewith passes
ONE-SHOTS
on some of the more pertinent remarks
for the mutual benefit of farm radio
advertisers and broadcasters.
"Keep abreast with programing as
farmers modernize their thinking.
Need more music and news — and how
to farm better with new methods"
I from Consolidated Products, now us-
ing spot announcements on some 64
radio stations) .
"Put agricultural programs at pref-
erable hours" (from Limestone Prod-
ucts, now using announcements on sev-
en stations. NOTE: Limestone had
reference to changing living habits in
certain farm areas, due to increased
income. Actually, most stations do
keep a close check on farm listening
tastes.)
"Farm directors . . . should ad-lib
commercials, not read word-for-word
script" (from d-Con Company.).
NOTE: in sponsor's Farm Facts
Handbook this was covered thoroughly
in "The faltering farm commercial."
More and more, stations are getting
hep to the value of "integrated" com-
mercials by farm directors, presented
in the farmer's language.
"We need more case histories. Puf-
fery and flattering adjectives unneces-
sary in this connection. Facts are what
we want!" (from Reincke, Meyer &
Finn, ad agency for Lehon Company).
[When the preceding survey results
were in, SPONSOR decided that it had a
question of its own to ask KVOO's
Sam Schneider, who is representative
for many hard-working radio farm di-
rectors in all parts of the nation, and
now heads up their national organiza-
tion.]
Q. Tell us, Sam Schneider, why do
you think these advertisers have turned
to farm-area radio campaigns in ever-
increasing amounts?
A. "Refore I answer that, you must
realize that several of these advertisers
are turning to the farmers as a con-
sumer market, with radio to reach
them, for the first time.
"This has come about with the reali-
zation that the farmer is a great and
relatively untouched market for many
products. Not just because he has as
much money as some people picture,
but because farming is not a "one
gallus" operation any more, but a
mechanized operation.
"Today's farmer has to buy many
products of industry to operate his
farm. Yesterday, he could get by with
a pair of pliers, his baling wire, salt,
sugar, snuff and flour. Today, he is a
major market for all types of tractors,
trucks, implements, machinery, power-
driven farm appliances, and suchlike.
Also, at the same time, he is using
many more consumer products he nev-
er used to buy.
"I think, personally, that many of
these advertisers have turned to farm
service radio, because this new profes-
sion is emerging as a definite and de-
pendable means of reaching this audi-
ence. The profession is notabl] com-
SPONSOR
ing of ajre, and is finding proof of its
ability to influence the purchase of
merchandise and services in farm
areas."
SPONSOR feels that the above survey
reports will be useful to both veteran
and newcomer advertisers in the pros-
perous farm market, as well as to
broadcasters. They should serve as a
guide in planning air campaigns dur-
ing 1952.
For what these advertisers and agen-
cymen told KVOO's Sam Schneider is
very typical of what is being said and
thought today regarding farm radio
by other leading admen.
At the recent (24-25 November) an-
nual convention of the National Asso-
ciation of Radio Farm Directors in
Chicago, farm radio directors heard
almost the same thing in panel discus-
sions where admen were the guests.
Arthur Meyerhoff, well-known Chi-
cago agencyman, told the farm broad-
casters how he thought farm radio
could be improved. For one thing, he
felt that farm radio should steer away
from strictly "show business" pro-
graming. Said the Chicago adman: "I
would rather settle for a smaller but
more effective audience saleswise, com-
bining informational talk with com-
mercial talk rather than music with a
spoken commercial. Radio does its
best selling job when the farmer is
given information he can use. It isn't
easy to get the idea over to the farmer,
but it pays off when you do."
Speaking from experience, Meyer-
hoff, whose agency handles advertising
for such well-known clients as Illinois
Meat Company and William Wrigley,
Jr., had a warning for clients who are
often prone to expect overnight results
from farm radio. Said he: "The best
results for both the editorial matter in
an information show as well as the
commercial comes between six months
and a year after the message has been
introduced."
Later on. Marshall Smith, an execu-
tive of St. Louis' Gardner agency.
which places farm radio shows and
schedules on some 500 stations for Ral-
ston, aired some of his thoughts on
farm radio. Smith told the farm radio-
men that more thought should be given
to new programing tastes of farm audi-
ences. He added that one of the rea-
sons more sponsors weren't using farm
radio was that too many station sales-
men and reps didn't take the trouble
to learn a sponsor's farm problems,
and how they could be helped by the
use of radio. The St. Louis agencyman
also gave a tip on timebuying. Accord-
ing to Smith, he has found that TV has
made some dents in the city and near-
city audiences of some big regional sta-
tions, and that several of these stations
are aiming more and more shows at
the relatively TV-free farmers. Result:
more choice time slots are being
opened for farm programs on many
big radio outlets.
Add them up together — the national
outlook, the comments of Sam Schnei-
( Please turn to page 79)
227 stations with programing for farmers
Some 1,100 stations air farm programs, but these 127 outlets have f
I directors who are IARFD r
specialty of farm «
WSVA Harrisonburg, Va.
WHO Des Moines
KJR Seattle
WEWO Laurinburg, N. C.
KNBC San Francisco
WIBA Madison
WRAK Williamsport, Pa.
WIOU Kokomo
WHAS Louisville
KFEO St. Joseph, Mo.
KGLO Mason City
WGAN Portland, Maine
KSL Salt Lake City
WSJS Winston-Salem
WGTH Wilson, N. C.
WMT Cedar Rapids
KCMO Kansas City, Mo.
KYAK Yakima
KOTV Tulsa
WWL New Orleans
KFRE Fresno
WPTF Raleigh
KOA Denver
KOAC Corvallis, Ore.
WIBX Utica
KEX Portland, Ore.
WFIL Philadelphia
WNJR Newark
WMOH Hamilton, 0.
WGAR Cleveland
KIRX Kirksville, Mo.
KXYL Spokane
KRVN Lincoln, Nebraska '
KWTO Springfield, Mo.
WSOO Sioux Falls, S. D.
WNAX Yankton, S. D.
KSJB Jamestown, N. D.
WIBW Topeka
WJAG Norfolk, Nebraska
WKBN Youngstown
WGN Chicago
KGW Portland, Oregon
KSTP St. Paul
KCBG San Diego
KTRI Sioux City
WCAU Philadelphia
KMMJ Grand Island. Neb.
WDVA Danville, Va.
WEKZ Monroe, Wise.
KFBK Sacramento
KTRH Houston
WTTH Port Huron, Mich.
K'rvlBC Kansas City, Mo.
WTAD Quihcy, III.
KTFI Turin Falls, Idaho
WMRC Greenville, S. C.
KM US Muskogee, Okla.
WSBA York, Pa.
WHIO Dayton
KFEL Denver
KTB3 Shreveport, La.
KOKX Keokuk, la.
WRFD Worthington, 0.
KMA Shenandoah, la.
KEPO El Paso
WGY Schenectady, N. Y.
WBPT Butler, Pa.
WHO Des Moines
KHO Spokane
KERG Eugene, Ore.
WOWO Ft. Wayne
WHAI Greenfield, Mass.
WSGN Birmingham
WLVA Lynchburg, Va.
WEEI Boston
WSPA Spartanburg, S. C.
WBCM Bay City. Mich.
WKJG Ft. Wayne
KFAB Lincoln, Nebraska
KARK Little Rock
WKOW Madison
WFBY Syracuse
KDTH Dubuque, la.
KM OX St. Louis
WBBM Chicago
WHAM Rochester, N. Y.
KFBI Wichita
KOLN Lincoln, Nebraska
WFBM Indianapolis
WTAM Cleveland
WCCO Minneapolis
WJR Detroit
WLW Cincinnati
KDKA Pittsburgh
WHFB Bent'n H'b'r, Mich.
WIBC Indianapolis
WHA Madison
WTIC Hartford
WBZ, WBZ-TV Boston
WKZO Kalamazoo
WPAG Ann Arbor
KNX Hollywood
KPOJ Portland, Ore.
WSM Nashville
WSBT South Bend
KLZ Denver
KUOM Minneapolis
WBAP Ft. Worth
WLS Chicago ■
KORG Cedar Rapids
KLRA Little Rock
KCRA Sacramento
WOI Ames, la.
KXEL Waterloo, la.
WCON Atlanta
WSLS Roanoke
WMT Cedar Rapids
WOR New York
KHJ Los Angeles
WFAA Dallas
WOAI San Antonio
WHKC Columbus
WMBD Peoria
WWJ Detroit
KFYO Lubbock, Texas
WGR Buffalo
WBNS Columbus
Television puppets drew kid listene
How Dayton used TV
to sell a civic project .
WHIO-TV COWBOY, KENNY ROBERTS, CALLED ATTENTION TO SCHOOL PLIGHT AND TV SHOW THROUGH PERSONAL APPEARANCES
^p%ft When civic-minded business-
I W men wish to promote a
worthy community campaign
— whether for a charitable cause,
building a new church, improving lo-
cal roads or streamlining outmoded
schools — they often overlook the po-
tent propaganda value of radio and
TV. <>r. if they do employ radio and
I \ . the sponsors often fail to exploit
the air medium to the best possible
advantage.
30
Why do so many air community
campaigns fall flat on their face?
An advertising agency radio and TV
executive, experienced in such matters,
listed for sponsor these key reasons
why:
1. Feeling the campaign has such a
lofty moral purpose, the sponsors use
dry-as-dust programs utterly devoid of
entertainment value. Consequently, the
show, which must compete with other
programs, simply is not listened to.
2. In an effort to skimp overly on
money, the sponsors fail to use the
services of an advertising agency. Con-
sequently, the show is high in amateur-
ish ineptitude, low in professional pro-
duction values.
3. Though depending so much on
voluntary services (of writers, enter-
tainers, station operators), the spon-
sors don't attempt to get the partici-
pants sufficiently enthusiastic about the
cause. Therefore, the sponsors find
SPONSOR
School Luis promoted campaign
Professional ad advice, entertaining TV puppets,
\ >1 documentaries put over school tax
temperaments exploding, co-operation
at an impasse, the commercial pitch
forced and insincere.
4. The sponsors short-sightedly fail
to follow through their radio and TV
plugs with store displays, merchandis-
ing cards, and promotional hoopla. As
a result, their air campaign loses con-
siderable impact.
Then just exactly how should civic-
minded businessmen go about selling a
cause successfully? As a typical case
history, SPONSOR has selected the out-
standing example of a community air
campaign staged in Dayton, Ohio.
Thanks largely to radio and TV, a
community group there was able to
convince Daytonians to vote in (two to
one) a $12,000,000 bond issue for a
school building program, and to au-
thorize a 5.4 mills tax levy to operate
the streamlined schools. This miracle
of persuasion was achieved in an off-
year election and in the face of in-
creased federal taxes.
The case history is especially note-
worthy, because it reveals what a dif-
ference a professional touch can make.
In the Dayton radio and TV campaign,
the sponsors employed a top-notch ad-
vertising agency, professional talent,
and skilled ad agency promoters with
plenty of merchandising know-how.
This broadcast advertising success
story began about mid-year in 1951.
One day, Dayton's Board of Education
approached the influential Community
Relations Department of the National
Cash Register Company. Its problem:
the tremendous growth in the city's
school system.
It was pointed out that Dayton
schools were already pitifully over-
crowded. During the next five years,
enrollment would jump another 15,000
pupils — practically a 40% increase.
Therefore, the minimum need called
for one new high school, three new ele-
mentary schools, and the addition of
182 new rooms to existing school
buildings.
According to the Board of Educa-
tion, only two things would solve the
dilemma. One was a $12,000,000
school bond issue (the cost requiring
an average tax levy of 1.3 mills for 25
years), which would require approval
by 55% or more of citizens' votes cast
on the 6th of November. The other
was a 5.4 mills tax levy for a period
of five years (replacing the 1.5 mill
levy expiring in 1951), which would
require approval by a majority of the
votes cast.
The difficulty was, though, that the
Board had to overcome a considerable
public apathy. People without children
were especially loath to sanction will-
ingly a boost in their taxes. Other citi-
zens were still old-fashioned enough to
feel, "The little red school house was
good enough for me; it should be good
enough for the kids today."
In fairly short order, a Call-to-Prog-
ress Committee was set up composed of
prominent, civic-minded Dayton lead-
ers. General Chairman was S. C. Al-
lyn, president of National Cash Regis-
ter Company. Other members includ-
ed such advertising-conscious business-
men as David L. Rike, president of
Dayton's Rike-Humber department
store; and K. C. Long, president of
Dayton Power and Light Company, to
mention only a few.
The Committee then turned over
planning and execution of the cam-
paign to Hugo Wagenseil & Associates,
one of Dayton's top advertising agen-
cies. Because of the number of agency
personnel involved and their time
costs, Wagenseil worked on a business,
rather than a philanthropic basis. Key
agency personnel who pitched into the
campaign were Lincoln Scheurle, di-
rector of Wagenseil's radio and TV
division; John Leonard, production
supervisor of radio and TV activities;
George Brenard, who helped produce
the radio announcements; and Marga-
ret Leonard, a freelancer, who co-wrote
scripts with Scheurle.
The agency decided that (with little
(Please turn to page 67)
MERCHANDISING air campaign was achie>
membership in "Kenny and Joe Clubs" in schools
(top); posters kids took home to parents (middle);
and display cards youngsters held up at traffic
crossings near over-crowded schools (bottom)
Why project succeeded
1. Professionalism: Advertising-
conscious sponsors hired ad agency, Hugo
Wagenseil & Associates, professional talent
2. Co-operation: Sponsors engen-
dered participants with enthusiasm for cause,
shared payment with the broadcasters
3. Life approach: Sponsors drew
listeners by using entertaining shows, dra-
matized cause with documentary commercials
4. Promotion: School teachers, mer-
chants, newspapers, school kids were all
urged to help sell cause as personal crusade
5. Merchandising: TV personalities
made public appearances; car cards, pos-
ters, kid clubs, window displays were used.
NORFOLK
S FIRST
TELEVISION
an
RCA touched
scale promotior
r^H 13 14 15 16
/ in Norfolk with big-
eadying plans for post-
ss fast as markets open
a report to advertisers
An evaluation of how fast stations can get on air,
state of preparedness in non-TV markets
MJII^Jfc Television's lieu frontier is
H jK about to open. Within two
to HI weeks after you read
this, the FCC freeze will lijt and appli-
cants will begin their trek toward
getting neii stations on the air. Like
the pioneers of old. many will drop out
along the wayside. In the process, de-
lay uill pile on confusion, leaving ad-
vertisers agape at the post-freeze com-
plexities.
This report is designed to provide
advertisers with some guideposts
tli rough the wild and woolly post-freeze
country. It presents the best available
ansivers to 12 key questions which ex-
ecutives in advertising agencies and
sponsor firms around the nation are
asking todu\ .
Interest in lifting of the freeze is
jieak because so many vital decisions
hinge on what happens — how fast — in
the period immediately after. The me-
dia breakdown of ad budgets for hun-
dreds of firms hang in the balance.
As one topnotch timebuyer at a ma-
jor agency in New York told sponsor,
"Anyone who thinks the freeze isn't
the hottest issue for advertisers right
now is crazy."
Importance of freeze lifting for ad-
vertisers centers around two factors:
(1) the number of major markets
which are as yet uncovered by TV;
(2) the number of major markets
which are as yet inadequately covered
because they have only one TV station.
For a rundown on markets among
the top 100 ivhich have no TV, see the
table immediately below. You'll find
that there are 40 which have no TV,
ranging from the 20th market, Port-
America's top 101 markets*: their TV set status as of 1 December 1951*
Number of
Number of
Number of
Rank
Market
TV sets
Rank Market
TV sets
Rank Market
TV sets
1
New York
2,720,000
38
Miami
80,000
73
Wilmington
87,400
2
Chicago
1,060,000
39
Rochester
98,100
74
Scran ton
non-TV
3
Los Angeles
1,065,000
40
Memphis
109,000
75
Reading
non-TV
4
Philadelphia
970,000
41
Dayton
162,000
76
Duluth, Minn.
non-TV
5
Detroit
602,000
42
Springfield, Mass.
non-TV
77
Peoria
non-TV
6
Boston
833,000
43
Allentown
non-TV
78
Tulsa
77,500
7
San Francisc
o-Oakland
298,000
350,000
348,000
312,000
548,000
350,000
289,000
44
Norfolk-Portsmouth
91,200
79
Huntington, W. Va.
62,500
8
9
10
11
12
13
Pittsburgh
St. Louis
Washington,
Cleveland
Baltimore
Minn. -St. Pa
D. C.
ul, Minn.
45
46
47
48
49
Tampa-St. Petersburg
Akron
Toledo
Wilkes Barre
Fall-River-New Bedford
non-TV
non-TV
137,000
non-TV
non-TV
80
81
82
83
Chattanooga
Lancaster
Davenport, Iowa-Rock 1
Moline, III.
Trenton
non-TV
123,000
sland-
80,500
non-TV
14
Buffalo
278,000
50
Omaha
104,000
84
Mobile
non-TV
15
Cincinnati
300,000
51
Fort Worth
(See Dallas)
85
Des Moines
non-TV
16
Milwaukee
294,000
52
Wheeling, W. Va.
non-TV
86
Spokane
non-TV
17
Kansas City
Mo.-Kans.
170,000
53
Syracuse, N. Y.
153,000
87
Wichita
non-TV
18
Houston
108,000
54
Richmond, Va.
98,800
88
Erie
57,000
19
Seattle
117,000
55
Knoxville
non-TV
89
South Bend
non-TV
20
Portland, Ore.
non-TV
56
Phoenix
38,900
90
York, Pa.
non-TV
21
Providence
180,000
57
Oklahoma City
92,300
91
Stockton, Cal.
non-TV
22
New Orleans
72,600
58
Nashville
48,300
92
El Paso
non-TV
23
Atlanta
148,000
59
Charleston
non-TV
93
Charlotte, N. C.
106,000
24
Dallas-Ft. Worth
145,000
60
Jacksonville
46,000
94
Beaumont-Port Arthur
non-TV
25
26
27
28
29
Louisville
Denver
Birmingham
Indianapolis
Worcester,
118,000
61
San Jose, Cal.
non-TV
95
Little Rock
non-TV
non-TV
81,100
182,000
non-TV
62
Harrisburg
non-TV
96
Greensboro
75,000
63
64
Johnstown
Grand Rapids
127,000
80,000
97
98
Brockton, Mass.
Binghamton, N. Y.
non-TV
47,200
30
New Haven-
Waterbury
212,000
65
Utica-Rome, N. Y.
60,000
99
Fort Wayne, Ind.
non-TV
31
San Diego
110,000
66
Canton, Ohio
non-TV
100
Shreveport
non-TV
32
Hartford-Ne
w Britain
non-TV
67
San Bernardino
non-TV
101
Lansing, Mich.
70,000
33
Youngstown
non-TV
68
Tacoma
non-TV
117
Albuquerque, N. Mex.
12,100
34
Albany-Schenectady-Troy
187,000
69
Sacramento
non-TV
130
Kalamazoo
63,000
35
Bridgeport
non-TV
70
Fresno
non-TV
Ames, Iowa
71,000
36
Columbus
183,000
71
Salt Lake City
64,600
Bloomington, Ind.
18,000
37
San Antonic
58,900
72
Flint
non-TV
Brownsville, Tex.
10,200
•N/(( Irlnision Network Data Chart.
land through Denver i20), Worcester
(29) to Fort Wayne (99) and Shreve-
port (100) . (The area still not covered
by TV represents about 40% of the
nation's population.)
To get perspective on how important
it is that the freeze be lifted in one-
station markets consider these facts:
I 1 I There are 40 one-station markets
in all. I 2) Of these. 35 are among the
top 100 markets in retail sales, based
on J. Walter Thompson figures. (3)
Among the one-station markets of the
nation, two are in the top 10 in retail
sales [Pittsburgh and St. Louis) ; six
are in the second 10; three are in the
third 10; five are in the fourth 10 —
which should give you an idea of the
importance of the one-station markets.
Q. When will the freeze actually
lift?
A. Even FCC's top brass don't know
for sure. They had hope to issue their
freeze-lifting edict by 1 February, but
it looks now as if it could take them
till the end of March to complete all
the paper work. A top FCC official ex-
plained: "If you had foot-high stacks
of documents half an inch thick piled
on your desk, which you were required
by law to read and understand, how
long would it take you to get finished?
You wouldn't be able to answer defi-
nitely and neither can I." He referred
to the "written testimony" submitted
by members of the industry covering
the FCC's proposed system of station
allocations. The FCC's final freeze-
lifting edict must answer each such
document.
sponsor's estimate of the most like-
ly edict date is 15 March, but just
when it actually comes is academic be-
cause the announcement will merely
represent the beginning of a long proc-
ess to follow before new stations can
get on the air.
Q. When will new stations get on
the air?
A. Some optimists believe that there
is a chance for new stations opening
up in major markets like Denver, Port-
land, and Worcester during 1952.
They reason that the FCC itself is so
anxious to see progress made and TV
enthusiasm is so strong that the com-
plex hurdles can be leaped in unbeliev-
ably short time. Precedents for their
reasoning are the many occasions on
which TV has confounded the prophets
Miotv they're stirring tip TV fever in mom-TV areas
Come To The Fair
And J3 C
TELEVISED
mmmc toeiItL " "Karats
Wmi DAKOTA tin, in. l-
■■-mac N ,, " n "
low duT ' u **"• «• <w
pature Meets J
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oOpenti
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TV TOUR: Leading set firms take units round country to kindl
promotion at fair shown above was backed up by newspaper ad:
yourself on TV setup (2); included exhibits by many manufacture
vTV areas. DuMont
spectators with see-
Philco and RCA (3)
14 JANUARY 1952
Basis for future guesstimates: How fast TV grew from '47-'5l in 15 representative marhets*
Atlanta
JAN. 1
1947
no TV
APRIL
, 1947
no TV
|ULY 1
1947
no TV
OCT. 1
1947
no TV
JAN. 1
1948
no TV
Buffalo
Dayton
no TV
no TV
no TV
no TV
no TV
no TV
no TV
no TV
no TV
no TV
no TV
no TV
3.100
no TV
Louisville
no TV
3,000
6,100
8,100
10,600
20,600
30,100
35,000
52,400
73,300
86,700
93,300
104,000
118,000
New York
Omaha
13,476
noTV
25,500
no TV
43,600
no TV
70,000
no TV
122.500
no TV
168,800
no TV
215,000
no TV
283.000
no TV
410,000
no TV
535,000
no TV
685,000
noTV
800,000
6,000
1,015,000
12,400
1,225,000
19,600
1,410,000
24,400
1,670,000
35,300
2,050,000
55.800
2,300,000
72,800
2,435,000
79,900
2,550,000
88.000
2,720,000
104.000
Pittsburgh
no TV
no TV
10,300
22,000
32,000
64,000
91,000
121,000
145,000
212,000
250,000
310,000
320,000
350,000
600
1,900
3,100
4,100
8,100
10,000
15,500
25,500
35,000
49,500
77,800
115,000
141,000
185,000
239,000
282,000
297,000
317,000
348,000
11,500
16,500
24,800
33,000
40,700
45,200
53,000
60,000
Chicago
1,000
2,000
3,000
6,500
13,200
19,700
31,700
38,500
52,000
125,000
163,000
195,000
337,000
455,000
545,000
670,000
830,000
915,000
940,000
995,000
1,060,000
Houston
no TV
no TV
2,500
3,500
6,500
8,500
13,000
17,000
27,700
43,100
59,300
73,100
82.200
92,900
108,000
3,500
4,200
4,600
8,000
14,300
23.300
29,300
37,400
47,200
54,400
58,600
63,500
72,600
by growing faster than anyone could
have expected. But the very enthusi-
asm for television which has fostered
its growing in the past will probably
help slow down construction of new
stations this year. This enthusiasm,
most observers believe, will lead so
many to apply for licenses in each im-
portant market that the hearings over
who gets the stations will delay new
station construction.
FCC brass believe grants will go un-
contested in only a few markets. They
feel that every market which has a rich
profit potential will draw more appli-
cants than there are channels, particu-
larly now that almost 100 r ^ of the ex-
isting TV stations have gotten into the
black ahead of schedule.
The attitude of one key FCCer to-
ward how many stations can get on the
air in 1952 was: "sponsor's guess is
as good as mine." sponsor's guess:
one dozen new stations oil by 1 Jan-
uarj L953, practically all of them in
-mall markets.
Q. What's the procedure after the
freeze edict is issued and before
new stations can start building?
A. The Brsl unofficial act after the
FCC issues ii- freeze edict will !><■ a
prayer that no interested partv objects
so violent!) thai ii decides (<> take the
matter to the courts. This could hap-
pen. Jusl as RCA foughl the FCC col-
or decision through to the Supreme
34
Court, some organization which object-
ed to the FCC's final decision on how
to allocate post-freeze channels could
for six months or more,
delay the entire procedure in the courts
DuMont, for example, believes that
the FCC-proposed allocations favor TV
domination by NBC and CBS and that
the FCC's coverage of the nation is
based on geography rather than pop-
ulation. If the FCC's edict does not
modify the proposed allocations suffi-
ciently to satisfy DuMont, the net-
work's top men might well reason that
the delay and anguish of going to the
courts is their only alternative to liv-
ing with allocations they don't like.
Unless there is a court case, the
freeze-lifting edict will be followed by
a probable 60-day period during which
applications for licenses may be sub-
mitted. There have been 473 applica-
tions to date and many more are ex-
pected to pile in right after the freeze-
lifting edict. Applicants have been
holding off because they do not wish
to tip their hands to rivals, and be-
cause the FCC has indicated no pri-
ority will be given to those who submit
applications before the freeze lifting.
Some 447 of the 473 applications sub-
mitted thus far are for the 449 VHF
channels available under FCC's pro-
posed allocations. Only 26 applications
are for UHF channels, but an increased
flow of UHF applications is expected.
Just how the FCC will take up the
applications is not certain. The Com-
munications Bar Association, made up
of lawyers who practice before the
FCC, has recommended UHF and VHF
applications be considered together in
cities which have both types of allo-
cation. This would tend to speed the
process. Best-qualified applicants, pre-
sumably, would get the preferred VHF
licenses. Others would have to go up-
stairs to UHF.
If UHF and VHF applications are
considered separately, UHF licenses
will be more easily come by because
few will apply. But VHF applications
will tend to log-jam.
UHF could become more popular
rapidly once applicants realize that
taking UHF is their only alternative
because of the limited number of UHF
channels available. NBC recently urged
that the FCC raise the limit on the
number of stations a network or other
entity can own to seven from five —
with the additional stations to be
UHF. This move puts NBC squarely
behind UHF, should stimulate inter-
est in it.
For those few markets where there
is no competition for channels, the first
construction permits will probably be
granted by mid-June, assuming that
the date of the freeze edict is 15 March.
C.P.'s for markets where hearings are
necessary may not be granted for
months thereafter. Estimates of the to-
tal number of c.p.'s possible during
1952 have ranged from 25 to 80.
(Please turn to page 79)
SPONSOR
W camera magic §
cuts cost ""
You can make packages dance before
live TV camera with new devices
To create illi
ship's interior. If hi
ns, he'd get a ghost-like,
, costs would soar. But hi;
floating inside rot
jperimpose
shed out figure
lectronic device doi
Wpi%£ Your bill is staggering when you
| V buy special-effects on film for
tricky commercials. But elec-
tronic engineers have learned to duplicate
movie "process shots" before live TV cam
eras with no extra cost. The pictures on
this page show you what one of the several
available special-effects units can do. De-
veloped by George Gould, director of ABC-
TV's Space Cadets, this device makes pos-
sible live superirnpositions with no wash
ing out of the image (see captions for ex
planation). It's used for Kellogg commer
cials as well as adventure scenes. Rol:
Drucker and David Fee, video engineers,
collaborated with Gould in development o:
the cost-saving process described here
2
Gould's "Gizmo," as he terms it, works by cutting
caught by his first camera. This "hole" correspond;
space suit being picked up simultaneously by
er sees hole — shown in the
shape
photograph <
r explanatory reasons
3
The two pictures combine perfectly (above). Gould also uses his device for commercials
showing boxes of Kellogg's cereal pour themselves; dancing corn-flake boxes; figures
climbing out of a box. Unlike other trick camera systems, Gould says his does not con-
fine movements of actors within limited area. It will be available for sponsors, packagers
Under-sea scene created with fish tank:
One camera focusses on tank, the other on
actors. The result: inexpensive TV illusion
Stag Beer soars with three
JVJjPVjfflj To celebrate its 100th year
llii"" in the beer business, the
Griesedieck Western Brewery Compa-
ny, of Belleville and St. Louis, Mo.,
recently flew a monstrous blimp over
the Midwestern and Southern states.
Painted on the sides of the sausage-
shaped balloon were the stark black let-
ters: "STAG BEER."
Night time, the folks below were
also able to witness one of the most
Bpectacular merchandising stunts bal-
lyhooing a sponsor's air program. For
in uurf-'antuan neon-lit letters the blimp
also blazed the simple message: "STAG
NEWS."
This circus-like device- which in-
cluded taping 85 radio interviews with
Captain Vera Smith, skipper of the
Stag blimp, and filming numerous TV
shots of ill-' flying weiner in action —
illustrates ho\* aggressively tlii^ re-
gional brewer) sponsor has taken to
the air medium.
Despite its 100-yeai ancestry, il was
onl) a little over three years ago that
Griesedieck Western began taking to
air advertising in earnest. Before that,
it had restricted itself pretty well to
newspapers, point-of-sale merchandis-
36
ing, and billboards. Nowadays, trade
observers estimate it spends roughly
$500,000 a year on radio and TV.
The rest of its advertising appropria-
tions devotes an estimated $400,000
for billboards, $200,000 for newspa-
pers and merchandising.
SPONSOR estimates about $250,000
of its air budget goes for news and
wrestling shows, plus announcements,
on KSD-TV, St. Louis; wrestling pro-
graming on WMCT, Memphis; half-
hour of Alan Funt's Candid Camera
on KOTV. Tulsa; announcements on
WKY-TV, Oklahoma City.
Its radio appropriation, totalling
about $250,000, is spread out over 33
stations in nine states. Using one-min-
ute announcements and station breaks
as frequently as five times a week, its
messages are heard over these radio
outlets, according to Rorabaugh Re-
port on Spot Radio:
In Arkansas. KARK, KLRA, Little
Rock, KCLA, Pine Bluff; in Illinois,
WKRO, Cairo, WSOY, Decatur,
WMBD, Peoria, WTAD, Quincy,
WCVS, WTAX, Springfield; in Indi-
ana, WGBF, Evansville, WBOW, Terre
Haute; in Iowa, KBUR, Burlington,
KCBC, KSO, Des Moines, KDTH, Du-
buque.
In Kentucky, WHOP, Hopkinsville,
WPAD,Paducah; in Louisiana, KENT,
KTBS,Shreveport; in Missouri, KFVS,
Cape Girardeau, KFSB, Joplin, KCMO,
Kansas City, KIRK, Kirksville, KMOX.
St. Louis, KTTS, Springfield; in Ok-
lahoma, WKY, Oklahoma City, KVOO,
Tulsa; in Tennessee, WROL, Knox
ville, WDIA, WREC, Memphis,
WKDA, WLAC, WSIX, Nashville.
There are three key reasons why the
brewery has expanded so daringly into
the air medium:
1. It pays off in sales. Company
surveys have proved that wherever
broadcast advertising was used con-
sistently, sales of Stag Beer have defi-
nitely increased.
2. It's vital in punching home the
brand name, as Stag Beer has expand-
ed its market distribution. Up until
four years ago, Stag's distribution was
Eairlj well confined to Missouri and
Illinois. Since then, it has extended its
market to 12 states, from Chicago to
the Gulf.
3. It's been virtually necessary, in
the face of keenly competitive beer ad-
SPONSOR
air media
Radio and television campaign linked to blimp
celebrated firm's 1 00 Hi anniversary. Stag turned
from print to air only recently, got big sales boost
HIP'S SKIPPER (PICTURE ABOVE). FIRM
:AMERA" FILM SHOW ON TELEVISION
vertising. As sponsor pointed out in
its survey of 40 brewery sponsors
("Beer on the air," 23 April, 1951)
brewers have increased their advertis-
ing per barrel from $1.07 in 1949 to
$1.09 in 1950. Thanks in part to its
radio and TV advertising, Stag has
sustained its role as No. 11 seller in
the national field; No. 1 seller of bot-
tle and draught beer in the tough St.
Louis market (home of four major
brewers) ; and No. 1 bottled beer in
the States of Illinois and Missouri.
Stag's policy has been one of creep-
ing expansion. And wherever its dis-
tribution has been heavy, its formula
has been to blanket the area with radio
messages. Largely, it has worked its
way west, south, and east from St.
Louis, keeping out of far eastern cen-
ters like New York and Pittsburgh. In
the last 18 months, it has entered Chi-
cago for the first time. And to show
how keenly competitive the field is,
Chicago alone sells 70 to 90 beers.
Other figures in the trade would
question the modest use of the word
"creeping" in reference to Stag's
growth. John Flynn, business manager
of American Brewer, told SPONSOR:
"Griesedieck Western Brewery is one
of the most alive and aggressive of the
regional brewers. The way it's been
expanding south and west, I'd esti-
mate it'll soon be distributing Stag
Beer in 30 states."
Certainly, Griesedieck Western's
sales potential is in a sound state. Ac-
cording to Modern Brewery Age, it
sold 1,442,000 barrels in 1950 (each
barrel containing 31 gallons of beer).
Trade observers estimate this amounts
to a yearly gross of about $40,000,000-
plus. True, this output is well behind
barrel sales of the Big Four Brewers —
Schlitz, 5,096,000 barrels; Anheuser-
Busch, 4,875,000; Ballantine, 4,374,-
000; and Pabst, 4,300,000. Still, it's
hot on the heels of the output of Griese-
dieck Western's closest competitors —
Blatz, in ninth place with 1,740,000
barrels, and Pfeiffer, a close tenth with
1,618,000.
Griesedieck Western's story dates
back to a century ago when a small
establishment called Western Brewery
set up shop in Belleville, 111. In 1912,
it was taken over by Henry Louis
Griesedieck, who'd brought over an
original brewing formula with him
from Germany in 1873. (Interesting-
ly, St. Louis contains a number of
Griesediecks. all related to old Henry
Louis, all of whom operate competi-
tive breweries. Edward J. Griesedieck,
for example, heads Griesedieck Bros.
Brewery, and Alvin Griesedieck pre-
sides over Falstaff Brewery. All mem-
bers of the Griesedieck clan stoutly in-
sist their breweries are not connected
in a corporate or financial way.)
Western Griesedieck Brewery pros-
pered, though not spectacularly, and
managed to weather the gloomy Pro-
hibition Era successfully. Then, in
1936, it began perfecting a brewery
process to develop a very dry pilsener
type beer.
According to record Griesedieck
Western was the first in the United
States to advertise a 'dry' beer. There-
fore, Stag has often been called the
original dry beer.
Sales of Stag Beer really started go-
ing into high gear in 1943 (it was then
selling about 375,000 barrels a year
and was a poor fifth place in St.
Louis). One reason certainly for its
sudden spurt ahead was the dynamic,
< Please turn to page 74)
14 JANUARY 1952
37
How four
advertisers
one-shots
1. MOTOROLA (: »">l>"""> «rfw and pubUcrda.
tiOIU, Motorola. on<\ oj the I I .set
industry's "Big Four." bought L951'a fanciest single
one-shot show. A radio-video airing of the 29 De-
i rem her East-West Football Classic cost Motorola
1200,000 hut successfully (1) launched the 1952
line; (2) substituted for the annual sales conven-
tion: (3) /W// good public relations, i Story below)
2 HALLMARK This big greeting-card manufactur-
er, only year-round air advertiser
in its field, added last-minute sales punch and gath-
ered seasonal good-will by sponsoring an elaborate
Christmas Eve one-shot. The show, NBC-TV's hour-
long opera, "Amahl and the Night Vistors,'' got rave
notices, cost Hallmark over $30,000. Hallmark
backs its one-shots ivith AM-TV "regulars" on CBS.
DON'T MISS
THE ALL-STAR
SHRINE GAME
EASTvs
WEST
on TV and RADIO
Saturday 4 30 pm
WABD channel 5
station WOR !
: when and hov
Advertisers are spending as little as $4,000 and as
miu h as $200,000 for one
jbm A decade ago, the "one-
(QSSU shot" program was practi-
cally a novelty in broadcast advertis-
ing. Today, one-shots are a growing
trend. Once, the use of one-shot shows
was confined to a few big national ad-
vertisers like Elgin National Watch
Company and Gillette Safety Razor,
who made advertising careers out of
spending $100,000 or more for star-
studded holiday-season shows, or
sports events. Currently, one-shots are
likely to be bankrolled by sponsors
whom few admen would ever imagine
connected with this type of airselling
and at costs as low as $4,000. (See
top of these pages for typical exam-
ples.)
shots in growing air trend
One-shots still have.
frequent
cases, the old glamour touch. The ra-
dio-video coverage of the 29 Decem-
ber 1951 East- West Shrine Football
Classic for Motorola (to be described
later in this report) is a good exam-
ple. This big sports event cost Moto-
rola, for time, talent and promotion,
an eye-opening $200,000 — perhaps
more. However, even the glamour
shows are not all in this blue-chip
bracket any more.
Western Union, for instance, man-
aged to sponsor a star-spangled Christ-
mas-season one-shot at comparatively
low cost. To plug the idea of Western
Union 'telegrams as ideal Christmas
greetings, the big communications firm
sponsored a quarter-hour one-shot por-
tion of NBC's The Big Show on 23 De-
To backstop its $200,000 "East-West" one-shot, Motorola used 124,000 mailing pieces, tune-in ads
3, BANK OF AMERICA 1«^XS
iness on the West Coast, recently used the 'J hanks-
giving holiday as a springboard into a regional
public relations one-shot. BOA sponsored the one-
time "California Around the World" for a half-hour
on Columbia Pacific tccb 21 November. This kind
of seizing on PR angles has helped build the firm.
4. WESTERN UNION ? [ ovin & '!"" CWm85 . 0Be -
shots need not cost a mint to
be effective, WU bought a 15-minute 7:00 to 7:15
p.m. portion, of NBC's "The Big Show" on 2'A De-
cember. WU plugged the idea of telegrams for
Xmas greetings. Cost: under $10,000. Results: a
noticeable upswing in Christmas telegrams at WU
offices. More seasonal sales punches are upcoming.
o use them
cember. Total cost: under $10,000. Re-
sult: a big business jump in Xmas
wires.
Aware of the general trend and
growing diversity of one-shot usage,
sponsor, in recent weeks, interviewed
several leading network and agency
executives, clients and station officials.
What, sponsor asked them, was behind
it all?
Typical of the answers received was
this comment, from the vice president
in charge of radio sales for one of the
two leading networks. He summed up
the situation this way for a sponsor
editor :
"There have always been big one-
shot sponsored shows in broadcasting.
But, in the old days we didn't do much
to encourage them. Because, with the
exception of some 'extravaganza' holi-
day shows and top sports events
throughout the year, we weren't in a
position to accept the business.
"The headaches of clearing the time,
when virtually all of our radio time
was sold on the network, was enough
to make us freeze up at the mention
of 'one-shot.' With the competitive
media picture today, we've thrown
overboard this type of thinking.
"Not only are we glad to have one-
shot business today in radio, and to
some extent in TV, we do everything
we can to encourage it. This is true
of all of the networks as well. Any of
the radio networks today will be glad
to sell you a one-time shot on any of
their sustaining shows on a tailor-made
network, and will do all they can to
help promote and merchandise it. In
fact, the networks are even custom-
making vehicles that are ideally suited
for 'one-shotting.'
"At the same time, lots of our clients
and prospects have overhauled their
thinking about year-'round or Septem-
ber-through-June air advertising being
the only effective way to sell. If you
want to hand the major credit to some-
one, I guess it would be to the Ford
Motor Company. You'll remember that
in the fall of 1949, when they couldn't
clear enough announcement time for a
spot campaign to launch their new
auto models, Ford bought a saturation
campaign in network radio, using one-
shots. I think 14 different programs in
13 weeks were used on one network
alone.
"Well, the results for Ford were so
good, according to J. Walter Thomp-
son, that we woke up to find that a
new radio technique in one-shotting
was here. So did a lot of other clients
and the major networks. Since then,
there have been several successful imi-
tations of the Ford formula for every-
one from General Mills to the mail-or-
der book outfits.
"The single one-shot effort is com-
ing into its own, too, for a lot of ad-
vertisers who never used radio or TV
before, or who used it sparingly.
They're finding out that one-shots can
be designed for all kinds of holiday or
selling occasions. They've discovered
that networks are more than willing to
insure success with promotional back-
stopping. You can tell your sponsor
readers that one-shot shows are strict-
ly here to stay."
The network official's thoughts on
one-shots, sponsor soon discovered,
were echoed, with variations, by nearly
every broadcaster involved with them.
Networks and stations are indeed glad
to accept them, provided the advertiser
doesn't conflict productwise with ad-
jacent sponsored shows. Here are oth-
er symptoms of the growing one-shot
trend :
• Programs. As pointed out above,
all of the major radio networks have
the welcome mat out for advertisers
who want to buy as little as a one-time
use of a sustainer. (Some have even
drawn up a special rate card for one-
time, bi-weekly, and once-a-month
sponsorships.) ABC has geared is va-
rious "Pyramid Plan" shows for the
pocketbooks of advertisers who want to
buy one big effort, or an occasional
promotion. A wide choice of all types
of shows are available. NBC has a
half-hour portion of The Big Show and
the Wednesday night Barry Craig who-
dunit series set aside for one-shotting;
CBS built its Red Skelton radio series
from the ground up, complete with a
new merchandising setup (see "The
network merchandising era is here" in
17 December 1951 sponsor) to make
it work. These are in addition to long
lists of sustaining shows. Mutual, al-
though it has not created special vehi-
cles for one-shotting, contemplates do-
ing so, has a long list of "product au-
dience" sustainers suitable for one-time
use.
• Costs. There is a far wider range
of price tags on one-shots today than
there used to be, at the national, re-
gional and local level. The big, fancy
one-shots still cost a lot. Reynolds
Metals' radio-video one-shot recently
with the NBC Symphony during the
Christmas-New Year season, an hour-
long salute to Toscanini seen and heard
on full NBC, cost Reynolds nearly
•^O^OO plus the costs of promcting
and publicizing the "good will" effort.
The biggest of the Gillette sports ef-
( Please turn to page 70)
/Above all else, there has to be a
good reason for the one-shot. Ac-
tually, one-shots tie neatly into seasonal
sales and holidays, can sell or do PR job.
• J^ Shop carefully for a good one-shot.
>•>■ There is a wide choice of such pro-
grams today, nationally and locally, with
price tags to fit any advertiser's budget.
*^ To be a success, one-shot shows
*& should be planned far enough in
advance to enable the sponsor to do a
sizable consumer audience promotion job.
One-shots should be promoted with
jt equal vigor to a sponsor's sales
force and dealers to insure their backing.
One-shots can mesh with trade events.
J No one-shots, even holiday shows,
should be isolated events. They are
best when they're kickoff for major ad
campaign, and followed up with good ads.
Small-town pharmacy
builds big with radio
Among first prize winners in BAB success story
contest, it makes model use of co-op money
®In the Northwestern states,
Henr\ Levinger and his ef-
fective use of co-op radio ad-
vertising is a phenomenon of the drug
store trade. He is among the outstand-
ing drug store advertisers nationally;
a success story about him won first
prize in the drug division of BAB's
recent first annual Retail Advertising
Contest; and he won in 1951 the Ore-
gon Advertising Club's statewide ad-
vertising contest.
A month doesn't go by when Levin-
ger, operator of the Rexall Drug Store
in Baker City, Oregon (population:
9,425), fails to receive long-distance
phone calls, wires, and letters from en-
\ ious druggists. "How do you do it?"
is the key question.
Nor does a month pass without Mil-
ton L. Levy, ad manager, KBKR, Bak-
er City, getting calls from curious sta-
tion managers as far distant as Wash-
ington. Idaho, and Montana. They ask
him to explain the Levinger formula.
So many queries have flooded in
that KBKR has printed a special form
letter. It reads that by sending in $15
to cover the cost of assembling the in-
formation, the out-of-town drug retail-
ers and stations will get a full report
from KBKR s advertising manager. So
eager have been the respondents, a
number have submitted their $15 by
return mail.
As an aid to local drug advertisers,
SPONSOR presents a comprehensive
survej of the Baker City broadcasting
success -t<>r\. based on a report sub-
mitted to BAB for its success story
competition. It's the story of how
Druggist Levinger, thanks larger) to
a consistent radio campaign initiated
four years ago, has:
I. Succeeded in selling more mer-
chandise I over $300,000 worth I than
all other drug stores in Baker County
combined, upned his gross business
4oo' ; .
2. Upped its prescription trade
more than 100' '< (from a six-month
total of 3,930 in 1946 to 8,482 in
1951).
3. Increased its store traffic by as
many as 175 customers a week.
4. Enhanced the prestige of the
sponsor so much that he is regarded
regionally as a virtual oracle on mat-
ters medicinal.
5. Achieved all these benefits at a
remarkably low advertising cost (be-
cause the expense is shared by more
than 25 pharmaceutical manufacturers
and distributors who pay from $5 to
$200 a xear).
Levinger's co-op sponsorship story
is not unique. As pointed out in spon-
sor's roundup article ("Drug stores
on the air," 28 August, 1950) an in-
creasing number of local pharmacies
have launched cooperative radio ad-
vertising deals with their drug manu-
facturers. What is unusual is the origi-
nality Levinger has exerted in develop-
ing his programing format.
As sponsor was told by Arthur
Gatto, eastern advertising manager for
the Rexall Drug Company : "I've heard
nothing but enthusiastic reports about
Henry Levinger's radio advertising
campaign. As you know, the Rexall
Drug Companv provides institutional
advertising for its franchised stores by
footing the bill for the radio Amos V
Andy half-hour show on CBS. That's
handled by BBDO.
"\l.ni\ of the stores sit back lethar-
gically, feeling that this network show
is enough advertising for them. But
it takes an aggressive pharmacist like
Levinger to set up a co-op deal with
manufacturers on an independent
(Please turn to page 62)
SPONSOR
HOW BIG IS A PLANT'S
"NEIGHBORHOOD"?
Areas of influence often are larger than management thinks. Com-
munity relations can be helped by the longer -reaching medium .. radio.
With every improvement in mass transportation, a
plant's "neighborhood" expands.
Employment applicants come from farther and
farther away. The circle of local suppliers widens.
And these are only two examples.
Moreover, as the area of influence grows, the need
for good community relations increases. For this
reason, more and more companies are turning to
radio to carrv their message. . both to neighbors near
the plant and to those who live beyond the reach
of other local media.
In six of the nation's leading industrial areas. .
Boston, Springfield, Philadelphia, Pittsburgh, Fort
Wayne, and Portland, Oregon. . Westinghouse sta-
tions are taking a leading part in this growing
development. Thev are in their 32nd year of helping
industry make friends with its neighbors. . and they
offer their experience and facilities to company
management as well as to advertising agencies and
public relations counselors.
WESTINGHOUSE RADIO STATIONS Inc
WBZ • WBZA • KYW • KDKA • WOWO • KEX • WBZ-TV
National Representatives, Free & Peters, except for
WBZ-TV; for WBZ-TV, NBC Spot Sales
14 JANUARY 1952
WITH THIS SENSATIONAL t
40,000,000
were jolted by this
sensational series in the
Saturday Evening Post! . . .
Additional millions of
were awakened by
it as a "Must See" movie! . . .
the history of radio has such
a thrilling document been
so brilliantly dramatized'
osed on the re\
fe experiences
MATT CVETK
. . . For nine years he
posed as a Communist
for the F. B. /.
*IWJ
EACH HALF-HOUR A (V
5 SPONSOR IDENTIFICATIONS INM
COMME&
LETE EPISODE!
5 THREE FULL LENGTH
■a rtf/V*
^ »»«A.
*M?a
'"""vim
Iriiiiirais...
Is it profitable for similar TV program types to
compete in opposite nettvorh time slots?
I Director of Advertising
Alfred Cussin Firth Carpet Company
I New York
, Scott
The
picked panel
answers
Mr. Gnssin
Our answer is an
unqualified and
large "No!" We
firmly believe
that, if drama is
slated on one or
two networks, a
client buying the
same time slot
should look for a
show that appeals
to an entirely
different group of viewers. Thus you
give people a choice that suits their
individual taste — not just a choice of
one kind of show — or canasta!
When the same types of show are
the only available choice, many people
develop viewing habits that last until
the show displeases them a couple of
times. Then, they look up competing
listings or dial and, finding the same
type show on competing networks, de-
cide to turn off the TV set for that
time period — or for the entire evening.
In selecting a time slot, we first plan
the ~})ow that, according to surveys,
appeals to the greatest number in the
class and income bracket to whom our
client's product must sell. Then, we
shop the networks for the besl avail-
able time, opposite shows of entirely
different caliber. If a variety show is
planned, we look for time opposite one
or two dramas. If a drama or mystery
is planned, Ave try to place it opposite
musicals or quiz shows. Thus, your
client i^ assured of ^«'ttin<r viewers who
do not care for the type of entertain-
ment prevailing in competing time
slots.
Audiences are far more selective now
than when television was a novelty.
Then, they gladly accepted anything
and, in many cases, tuned in one net-
work and stayed with it until bedtime.
But they've all become critics now.
Americans like to be in a position to
choose whatever they want — particu-
larly when it costs them nothing. And,
if we, whose business is selling as well
as entertaining don't give the public
a choice they may, in time, choose
some other form of entertainment.
And, that isn't sound business for cli-
ents, agencies or the television indus-
try.
Frances Scott
Vice President
Gibraltar Advertising
New York
The answer to
such a question
should not be
slight. It is a
network pro-
graming problem
that will be rear-
1^^^^^ ing its ugly head
more and more.
■ i^H The cramped
Mr. Coe quarters of net-
w o r k grade-A
time will contribute to the growth of
this unfortunate condition and the ma-
terial appetite of the medium itself will
also encourage its existence. It would
seem to me that an answer to such a
question as to its profitableness can be
best answered among three specialists.
(1) The >iatistirs and research depart-
ments; (2) the sales and advertising
specialists; (3) the program produc-
ers.
As a television producer, I have no
authorities before me which would in-
dicate either negative or positive an-
swers, as the question is related to
Nielsen ratings and to sales and adver-
tising results. However, it does seem
to me that pitting drama vs. drama or
variety vs. variety is not a healthy com-
petitive formula in a medium where
the producer is constantly fighting for
material. If there are to be two good
dramas in one evening, these two dra-
mas should not be in competition with
each other.
Fred Coe
Producer
NBCTV
New York
Profitable — for
whom? The net-
work, the adver-
tiser, or the view-
er? (Let's not
forget him.) If
the question is
confined to the
network, I would
say yes. In tele-
vision's groping
days, certain con-
cessions were made to attract adver-
tisers to the medium. But today, with
time availabilities at a premium, this
is, for all intents, non-existent. A net-
work's source of revenue is time and
program sales. Specifically, since simi-
lar program types competing are sold
almost to the saturation point, it must
be concluded that it is profitable to
the network.
Where the advertiser is concerned,
I would say yes again, but to a lesser
degree. Advertising expenditures in
any medium must pay off in increased
sales and institutional gains. Since
most program types competing have
been commercial, practically from in-
Mr. Layton
44
SPONSOR
ception, the) must U> delivering the
expected return to the advertiser. How-
ever, if these same shows were not pro-
gramed in opposite time periods and
their potency were not reduced by
each other's viewer acceptance, the po-
tential of each program would be
greater. Thus, although similar pro-
gram types are profitable to adver-
tisers, their full value is not being
realized.
As for the viewer, I must say no.
His television profit is measured in
entertainment value. Similar program
types competing confine him to either
one show in its entirety, or to piece-
meal views of all. If he remains with
one throughout, he feels he has missed
something by not seeing the others. If
he dial-switches, the benefits of relaxa-
tion and complete enjoyment are de-
nied him. He may even become suffi-
ciently annoyed to go to the movies.
Then — we would be right back where
we started.
Jerry Layton
President
Jerry Layton Associates, Inc.
New York
This devious
question has so
Mr. Oi
many
interpretations
that, starting
from scratch, the
odds against an
intelligent and
constructive an-
swer are six-two-
and-even. As a
matter of fact, as
your old friend and mine, Harrv the
Hipster, stated, "A fin will get you a
saw." However, if you are still reading
this — and brother, you're strictly on
your own — let's take a crack at figur-
ing it out.
Assuming that "profitable" means
beneficial or useful to the television
viewing audience and not solely to the
network involved, the answer is "yes."
Not necessarily a thundering "yes"
preceeded by clarion trumpet calls and
drum rolls but, nevertheless, a nice,
round, fully-packed and somewhat
pear-shaped, three-letter "yes."
On the corner of the block in which
my cold water flat is located, there are
two drug stores. I can buy the same
brands of cigarettes, shaving cream,
tooth paste, and ulcer remedies in
(Please turn to page 75)
14 JANUARY 1952
"Well, that's the nineteenth y
ear I've
signed one of these!" says Clen
Advertising Director for Oklah
ma Tire
&. Supply Company, to Gusta
Brand-
borg. Assistant General Man
KVOO, as he signed renewal
for two 15-minute daily newsca
sts over
Nineteen years ago Mr. D. C. Sperry signed his first KVOO contract. At that time
the Oklahoma Tire and Supply Company, of which Mr. Sperry is Advertising
Director, operated but 12 stores in Oklahoma. Today, Otasco operates 201 mod-
ern stores in four states!
i Mr. Sperry, has played a great part in this tremen-
third of Otasco's total advertising budget is appro-
Radio advertising, according t
dous expansion and today on<
priated for radio.
Since KVOO carried the first radio advertising ever placed by Oklahoma Tire
Supply Company, and has continued to carry a heavy schedule for 19 c
years, we take pardonable pride in our part in the amazing growth of this firm,
now moving into their new million dollar general office and warehouse in Tulsa.
We congratulate Mr. Maurice Sanditen, President, and all of his co-workers on
this fine new evidence of faith in our growing Southwest. Completely air condi-
tioned, modern in every respect, the new Otasco office and warehouse is the largest
privately owned plant of its kind in the Southwest.
Clem Sperry says, and we quote, "KVOO has always been our greatest dollar
buy in radio!"
Nineteen years of renewals proves his point. If it's continuous results you are
looking for, you can get it over KVOO, Oklahoma's Greatest Station!
TULSA # OKLAHOMA
National Representatives — Edward Petry & Co., Inc.
II ciineirciit
ij)o O
h„ BOB I OKI >l \N
Since there are no scores to pore
over, Monday morning quarterbacking
is even easier in television than in foot-
ball. It's for this reason that I'd like
to preface the following opinion with
the fact that it's one which I arrived
at right after the Pitchman commer-
cials first went into the Berle-Texaco
program. In other words, I didn't
come to the conclusion that something
was amiss with these amusing middle-
breaks three years later when I heard
that Sid Stone was leaving the show
and a commercial-alteration was in
progress.
But let me add, hastily, I was also
among the first to find real enjoyment
in watching this copy and that its
Runyonesque approach to selling
amused me far longer than it did most
of my friends. Furthermore, I still en-
joy it. But as I said, from the first, I
SPONSOR: Chase National Bank
AGENCY: Hewitt, Ogilvy, Benson &
Mather, Inc., N. Y.
PROGRAM: 20-second announcement
It always startles me to find a stone-
fronted institution utilizing the type of com-
mercial which has proven itself able to get
people's attention and hold it. It gave me
the same feeling of happy incongruity I got
when I saw Woody Herman and The Herd
operate one evening out of Carnegie Hall.
The Chase Bank was always, in my mind,
one of those outfits whose only concession to
its customers' mores was organ music during
hanking hours and four-color brochures de-
91 ribing their Xmas Club. But I rode the
subway recently and saw a Chase car card
designed on the order of the Household
Finance loan-ads. That same night, the
Chase folks stared out at me on TV — with
a cleverly animated 20-second announcement
advi-ing use of a Chase savings account.
Coins mounted up for our animated money-
saver and formed an umbrella which shel-
tered him from the downpour that followed
(rainy day, get it?). \t the close there was
a very clever combination of large live hand
shaking the hand "f nur little animated man,
SPONSOR: American Telephone & Tele-
graph Co.
AGENCY: Cunningham & Walsh, Inc.,
N. Y.
PROGRAM: Christmas program, WNBT
(and other local stations)
Unfortunately, Kukla, Ollie, and their pals
have ruined the old-fashioned concept of
puppets for the TV-viewer. If puppets aren't
really animate, human in their expressive-
ness, and fluid in their movement, they're
just downright dull these days. In contrast
to the space confines in which the Kuklapoli-
tans must operate, the Beaton puppets in
the Telephone Company's Christmas pro-
gram wandered all over yet were static and
lifeless.
Iliis film slmu was screened on the Sun-
day before Cliri-tma- ami since it was on
film permitted a number of broadcasts the
verj same daj on a Dumber of stations (four
in the New York City area).
The Night Before Christmas was not as
well done as The Night At The Inn, but both
left something to be desired, being slow
moving, unimaginatively scored, and rather
I ly lighted. Furthermore, they were nar-
rated in such a way that the attempt at lip-
sync usually missed by miles.
never felt that this commercial treat-
ment, however well received and what-
ever publicity accrued to it, ever helped
or was the real answer to the selling
of gasoline or motor oil. I'm sure
there are many letters of testimony at-
testing to the contrary of this point-
of-view, but I'd answer them with: I
don't believe letters-to-an-advertiser
ever give a true picture of mass-fact.
In fact, they're usually as misleading
a criterion as any you can select.
My reasons for not subscribing to
the so-called Pitchman's type of sell-
ing is simple indeed. Most of us (in-
cluding myself) are fairly literal be-
ings. We accept subtlety and innuendo
in its place. But when someone is try-
ing to get us to part with money for a
product about which we know little
and must accept on faith (gasoline)
{Please turn to page 77)
symbolizing Big Brother Chase and li'l ole
An amazingly clever announcement which
should do a lot to take the austerity out of
banking and put a feeling of service in its
SPONSOR: Benrus Watch Co.
AGENCY: J. D. Tarcher & Co., Inc.,
N. Y.
PROGRAM: Announcement
Elegance is the name of an attractive
bracelet-wristwatch for which Paul Lukas
gives a Continental-type sales pitch. This
testimonial is well conceived but in my mind
a bit overstaged. The opening, Lukas in-
viting us into his dressing room, is phoney,
to say the least.
But the most inept part of the spot is the
copy Mr. Lukas is given to recite — being so
unconversational and so adjectival that even
as slick an actor as he, has trouble getting
the words out over his teeth, hence they
have absolutely no conviction or warmth.
Either the copy was written by someone who
has no ear for conversation or, what's more
likely, the heavy hand of an ad-manager's
third assistant caused the audio to read like
a two-color package insert.
Too bad — cause otherwise this is a good
spot, well filmed and lighted — and further-
more, the product is darned attractive.
[TV
SPONSOR: American Telephone & Tele-
graph Co.
AGENCY: N. W. Ayer & Son, Inc.,
Philadelphia
PROGRAM: Spot announcement
Prior to the Christmas season, the Par-
ent Telephone Company aired an animated
spot, gently suggesting that folks do not call
long distance on Christmas day. To assure
completion of the call, they advised that ei-
ther calls be made before or after.
Here was one of the best uses of anima-
tion it has been my experience to witness.
Rather than lecture or shout, a cute little
ditty achieved the desired result in good
taste and good humoredly. It's rather a
touchy subject to inform people that a util-
ity's service will be strained on the very
day on which many would like to use it.
Hence, the light approach was decidedly
right.
Good animation, a good tune, clearly de-
livered — and bound to increase good will for
the Telephone Company at a time when the
opposite effect might well have taken place.
SPONSOR
T. I story board
A column sponsored by <
of the leading film producers in television
SARRA
A series of human interest vignettes on the theme "Nice things happen
to people who use Ipana" has been produced by SARRA for Doherty,
Clifford & Shenfield for its client, the Bristol-Myers Company. These
15-Second playlets will be used as commercials on Ipana's Break The
Bank show. They will also be used as part of a series of one-minute
spots on other Bristol-Myers TV programs.
The many personal services offered by the twenty-eight conveniently
located offices of the Chase National Bank are stressed in a series of five
live and three animated 20-Second spots, produced by SARRA for
Hewitt, Ogilvy, Benson & Mather, Inc. The live spots feature name
announcers and average customers. The animated spots emphasise the
checking and compound interest thrift accounts.
The fabulous Hudson Hornet and its new lower-priced running mate,
the spectacular Hudson Wasp, are the subjects for 20-Second announce-
ment spots created by SARRA for the Hudson Motor Car Company
through Brooke, Smith, French & Dorrance, Inc. Spots have been
planned so that glamour shots of the cars will lead the consumer to the
show room.
14 JANUARY 1952
49
/It *?& Pf
Wn,
/ith something of a shock, we suddenly realize that, despite all
we've had to say about the good men here at F&P — we've never paid
public tribute to the many young ladies in our employ, all of whom
help so much to make "F&P Radio Service".
You probably know one or two of them, yourself — at least the
sound of their efficient and helpful voices on the telephone, or their
cryptic initials at the bottom of their bosses' letters. But we hereby
acknowledge that without their quick hands and sharp brains, the
wheels of this pioneer organization would grind quickly to a stop.
Aside from the invaluable F&P Colonelettes in our Accounting Depart-
ment and other "staff" positions, every F&P account man has the full-
time assistance of a capable "girl Friday", who knows the ins and outs
of his daily duties just about as well as he himself does.
Like our Colonels themselves, our Colonels' Ladies are in every case
selected, cream-of-the-crop people who are chosen for their special
qualifications, and who quickly learn to take as vital and informed an
interest in spot radio as do the account men with whom they work.
The efforts of all these intelligent and capable women are a substantial
part of the "pluses" which make Free & Peters Radio Service.
Pe
Pioneer Radio and Television Station Representative
Since 1932
NEW YORK
CHICAGO
DETROIT
ATLANTA
FT. WORTH
wcsc
WIST
WIS
WGH
WPTF
WDBJ
WHO
WOC
WDSM
WDAY
WOWO
KMBC-KFRM
WAVE
WTCN
KFAB
WMBD
KSD
By Ewing Calloway, N. *i
HOLLYWOOD SAN FRANCISCO
I Beaumont
KFDM
Corpus Christi
KRIS
Ft. Worth-Dallas
WBAP
Houston
KXYZ
San Antonio
KTSA
MOUNTAIN AND WEST
Boise
KDSH
Denver
KVOD
Honolulu-Hilo
KGMB-KI
Portland, Ore.
KEX
Seattle
KIRO
3 YEARS OLD
AND STILL
FIRST!
• • •
Central New York's First
television station enters
its fourth year of continu-
ous service to the Syracuse
area with an impressive
list of FIRSTS.
• WHEN ratings in all
Pulse surveys to date
OCTOBER '50— FIRST
JANUARY '51— FIRST
MAY '51— FIRST
OCTOBER '51— FIRST
* * *
MOST people in Central
New York watch WHEN
TO YOUR NEAREST KATZ
AGENCY MAN AND GET THE
FACTS ON CENTRAL NEW
YORK'S BEST TIME BUYS.
FIKoT with television in
Central New York
rlKoT with afternoon TV
FIRST with morning TV
CBS • ABC • DUMONT
WHEN
TELEVISION
SYRACUS E
".1'im i.i .,
A
MEREDITH
STATION
It's quite a jump from "Hell's Kitchen" to Madison Avenue but
there's a fellow who'll be 50 years old next week who did the trick.
He's the ad man's Horatio Alger who went from office boy to presi-
dent of Batten. Barton, Durstine & Osborn. That's the agency whose
billings will top $100 million this year and which handles such top
radio and TV spenders as American Tobacco Company, DeSoto-
Plymouth Dealers, Wildroot, U. S. Steel, B. F. Goodrich, and Gen-
eral Electric — to name just a random handful.
It takes 11 offices in as many cities and more than 1,500 employees
(including over 50 vice presidents) to service all the clients. But
Ben Duffy manages to keep his finger in practically every pie that's
baked in BBDO's idea ovens.
Coming up through the ranks, Ben spent a heavy proportion of
his time in media. His book, "Profitable Advertising in Today's Me-
dia and Markets," will be found oh practically every ad manager's
and timebuyer's bookshelf.
As in every other agency, the high cost of TV is a lively conversa-
tional gambit at BBDO. On this problem Ben says, "Early TV ad-
vertisers followed the frequency patterns they had been using in
radio. That is, once a week for evening shows and daily for daytime.
"I believe that video's high cost factor may force many TV adver-
tisers in the future to follow the pattern of other media like maga-
zines. You'll find some TV programs every four weeks; some every
other week, and many will be able to continue weekly or even daily.
"I think many TV advertisers will eventually schedule appearances
to meet the available appropriations. Perhaps occasionally in sea-
sons for some products. I am not thinking now of spots — I am think-
ing of so-called network, national coverage.
"The medium is too good and its impact too great for advertisers
who may not have a sufficient appropriation for weekly programs to
be denied its use."
No matter what solution he comes up with for his clients' media
problems, Ben will always be known among advertising men for his
timely and quick acquisition of the Lucky Strike account.
For a listing of Ben's business, fraternal, and social affiliations
you'll have to consult Who's Who; he's the friendly, witty, sociable
type of guy any club likes to have, and the knowledgeable, quick-
witted enthusiast that business associations long for.
Despite this spate of business and social activity, Ben has managed
to become a competent trap-shooter and ardent, but middle-nineties,
golfer. His wife and two children supply the cozy home-like atmos-
phere (in Rye, N. Y.) craved by man in his off-duty hours. * * *
SPONSOR
you'll see it first thing ,
Before you leave home in the morning . . . even
before you finish your second cup of coffee . . . you are going
to become an ear- and eye-witness to every major
world event— as it happened last night, as it happens now.
This is the NBC Television program called "Today. "This is the morning
briefing-session that will arm you with information to meet the
day— more fully than any citizen has ever been armed before.
but "today" is far more than this.
"today"
is head -in -the -clouds
feet -on -bedrock
programming . . .
from the network where successful pioneering
is a habit ; and it's aimed straight at the
3 out of 4 families who tune at least once
every week to broadcasts of news and
entertainment between 7 and 9 a.m.
Moreover, because "Today" listens as well
as it looks, it will fit naturally into the
morning habit patterns of these families.
"today"
is news of Korea, as it comes off the tape ! . .
Wire photos of Paris style showings, as
they come off the wires . . . Churchill's voice
from London within a few hours of his
speech . . . Actual headlines of current
newspapers from all over the nation.
"today"
is every known means of communication —
even television's new Walkie-talkie —
all used for the first time to feed the raw
news into NBC's "Studio of Tomorrow."
"today"
is DAVE GARROWAY, up-dating you
completely on world events every
twenty minutes as he pilots the fast-
moving two-hour show.
"today"
is the time for you to ask about the program's
cost-sharing format, which will permit
advertisers with modest budgets to
participate in network tv for the first time.
We've done an exciting movie about this
program, too. We'll be glad to arrange
a showing for you ; but better hurry, the
show goes on the air January 14, 1952.
NBC TELEVISION
14 JANUARY 1952
s SPONSOR department featui
>adcast advertising si
lents of the industry. Contribute
spsuled reports
ed from all seg-
s are welcomed.
Film strip presentations help WTVJ huild local time sales
WTVJ, Miami (with 12 men on its
local sales staff i . derives 60% of its
business from local accounts. To as-
sist their salesmen in further increas-
ing local business, the station employs
a sales technique perfected by Free &
Peters, their national representative.
The borrowed technique, applied to
the local level, is a Telestrip film pro-
jector presentation along with a
canned sales pitch prepared by WTVJ's
sales promotion department (see 21
\la\ IT)1 sponsor "Now you can see
what you're buying""!. It enables local
sales prospects to see strips from sev-
eral WTVJ shows at their convenience.
Here s how 7 a recent sale was made
via Telestrip. Frank J. Holt of Florida
Dairies, a Miami concern, contacted
WTVJ and evinced interest in a TV
Film strip sells Florida Dairies' Holt
show. Stuart Allen, a WTVJ account
executive, showed Holt film strips
from several WTVJ shows right at his
own desk. The result: Florida Dairies
dom has eight participations weekly
on the station.
\\ T\ J'a business and sales manager,
John S. Allen, comments: "We find
the Telestrip remarkablj effective in
interesting new prospects in local pro-
graming. It provides salesmen with a
tool bj which thej can get, and hold,
the attention of a client. It's also a
method by which we can bring a pro-
gram to a sales prospect at any time
of the day. Our future plans call for
greater use of this visual selling tech-
nique." -k * ~k
Suspense's 30 minutes equal
500 man hours of worh
Some advertisers, like nearly all ra-
dio listeners, concern themselves only
with the finished product — the smooth-
ly-flowing, entertaining 15, 30 or 60-
minute show that comes out of the
speaker. But each program represents
a staggering total of man hours in-
volved in the program's presentation.
Take Suspense, sponsored by Elec-
tric Auto-Lite Company, on CBS Mon-
day nights as an example. One half
hour of the mystery totals 500 man
hours put in by approximately 50 peo-
ple. Or, for every minute on the air,
more than 1,000 minutes are spent in
preparation.
The writers alone average at least
80 hours per show, with producer-
director Elliott Lewis spending an
average of 10 hours in script reading
and editing. Two sound men assigned
to the show spend a minimum of 20
hours in gathering and rehearsing
their effects.
Representatives of Cecil & Presbrey
(Electric Auto-Lite's advertising agen-
cy) spend at least 20 hours a week
on the show — including the time of the
man who writes the commercials. An
estimated 17 hours are required for
Electric Auto-Lite's advertising experts
to approve each script, supervise gen-
eral policy and production matters.
CBS officials spend 10 hours lining up
guest stars; the legal department eight
hours to clear titles.
Orchestra time totals 160 man
hours, and the guest star plus some 12
supporting players spend 96 man
hour- rehearsing. * * *
Ad-PR outSit services na-
tional accounts in own area
Many a competent advertising and
public relations firm outside of New
York has been stumped on a major
problem. That is, how to achieve na-
tional recognition from big accounts
who spend thousands of dollars annu-
ally with well-known metropolitan
agencies.
Rothman & Gibbons of Pittsburgh
think they've got a partial solution.
Over a year ago, they found that some
30 nationally known corporations
would soon be claiming Pittsburgh as
their home office; yet almost all of
them had commitments with New
York or Chicago agencies.
Rather than compete with the New
York or Chicago agencies, Rothman
'& Gibbons decided on compromise,
and the idea of selling the big agencies
on a time-cutting and cost-cutting deal.
They would act as western Pennsyl-
vania representatives on several as-
signments by making good use of well-
established press, radio and other pro-
motional contacts.
It has worked out to the mutual
satisfaction of the larger agencies and
their clients. Currently, Rothman &
Gibbons are working in their area on
the Avco Corporation (Crosley divi-
sion) $2,000,000 "American Way"
contest. In the same manner, the agen-
cy is»also working on a public relations
program for the DuPont organization
(anti-freeze division). And, during the
past year, similar services have been
performed for the George A. Hormel
Company, and for Lever Brothers
(Good Luck margarine). * * *
Ralston builds feed sales
with WIOV farm show
The Ralston-Purina Company of St.
Louis, in cooperation with local deal-
ers, have come up with a sales-winning
Radio-upped feed
56
SPONSOR
program that is, in addition, a boon
to farmer-customers. The show, 1 O U
Farm Service, is aired from Monday
to Friday 12:30 to 12:45 p.m. on
WIOU, CBS in Kokomo, Ind. It's
farm service features ( weather reports,
market data, agricultural and local
farm news) are handled by WIOU's
farm service director. Bob Nance.
It's sales-promoting, sponsor-pleas-
ing feature is the setting aside of at
least one day a week for "special fea-
tures."' This includes recorded inter-
views with satisfied feeders who are
following the Purina feeding program
on the farm. Air checks of these
broadcasts are sent the first of each
month to the Ralston-Purina Company
to assist them in further coordinating
sales efforts between dealer and com-
pany.
This is the report after the show's
first year on the air (October 1950 to
October 1951). The Kokomo district
representative for Purina reports that
total feed tonnage has increased an
over-all 279f, with other districts re-
porting similar increases.
The local Purina salesman chimes
in with the opinion that radio is the
most important reason for this tre-
mendous one-year surge. • * *
Briefly . . .
When advance ballyhoo for the
MGM film, "Quo Vadis" hit Pitts-
burgh, the KQV sales department came
up with a "natural." The station "sold"
its call letters to a local movie house,
Loew's Penn, to exploit the movie.
Some 250 stations breaks themed.
"KQV Pittsburgh. We suggest you see
QV . . . Quo Vadis at the Loew's Penn."
A cocktail party helped celebrate the
opening of new offices for the Key-
stone Broadcasting Company at 111
West Washington, Chicago. Among
{Please turn to page 77)
14 JANUARY 1952
THE NEEDLE!
Vice Pres. Gen'l Mgr.
Associated Program Service 151 W. 46th, N. Y. 19
Important Announcement!
Effective February 1, two of the best-
liked, most widely-used APS Special-
ized libraries will lie available in LAT-
ERAL as well as VERTICAL transcrip-
tions. Thus, for the first time in our 16-
year history we depart from our tradi-
tional devotion to that superb vertical
transcription technique.
The libraries: 1) APS' sensational
COMMERCIAL library— all of Mitels
Transcribed Sales Meetings (12 so far
and one each month coming up) plus
179 commercial lead-ins covering many
lines of business. 2) APS' unique PRO-
DUCTION library of dozens of themes,
moods, fanfares, bridges . . . production
music for local live shows, commercials,
TV background, etc.
Cost is the same either way:
$22.50 monthly for the Commer-
cial Library, including all the
jingles and past sales meetings
and one new meeting each month
. . . $19.50 for the Production Li-
brary, complete with index cards
and catalog.
Reason? Dozens of requests from
broadcasters who simply don't have ver-
tical turntable assemblies — plus our
feeling that the superb APS quality
standards are less vital to successful
use of the material in these two li-
braries. The full APS library . . the
remaining APS specialized libraries . . .
will continue to be the sweetest sound-
ing music on discs, using VERTICAL.
To the many who asked us to make
this change — here it is! Write, wire,
phone collect for fast service.
Did You Say Virgin?
Virgin vinylite is the glistening
cherry-red substance used to press those
crystal-clear APS transcriptions. Hold
one up to the light . . . admire its warm,
translucent appearance. You can see
through it because it's free from "filler"
. . . additional matter mixed with the
original resin to make it stretch fur-
ther. Virgin vinylite transcriptions are
better sounding . . . quieter . . . last
longer. They cost more, too. But APS
standards make us insist on this treat-
ment of our music . . . and the six musi-
cal discs we send to our subscribers
each month are V.V.'s The music might
be called "virgin, 7 ' too- — it's specially
arranged, never turned over to record
companies for later release . . . genuine
radio music, in other words.
Welcome Rosemary Clooney!
Big excitement around here this week
was caused by a delicious little blonde
songstress who did her very first tran-
SCription date . . . under the APS ban-
ner, naturally. She's Rosemary Clooney,
and APS subscribers will be listening
to her first work on transcription when
they open our February release. Sup-
ported by Earl Sheldon and a large
orchestra, special arrangements, all un-
der the direction of Andy Wiswell, this
set of selections simply defies descrip-
tion. It's radio recording at its best—
the kind of music you get only from
APS!
Rosemary Clooney is one of Ameri-
ca's up-and-coming young vocalists.
Fresh, effervescent, still developing as
an artist and a showman, she fits per-
fectly into the APS talent pattern. She
got her start in radio at WLW. doing
"Moon River Show" with sister Betty
. . . thence to Tony Pastor's band as
vocalist . . . Columbia Records where
she turned out "Com' On-A My House"
and earned a full page in Life Maga-
zine . . . and a flock of top network ra-
dio and TV spots.
Like every other featured APS
artist, Rosemary's goal is at least
100 selections . . . enough to real-
ly build a program. She was off
to a flying start at her first date
. . . left immediately afterwards
for Hollywood and three movies
for Paramount in '52.
APS subscribers will have many
chances to program, sell and feature
their "exclusive" Clooney material in
months to come. Another APS star is
flying high!
Rosemary Clooney is an addition —
not a replacement — to the APS talent
roster. We now proudly point to the
greatest assemblage of talent ever col-
lected by one libra»y and made avail-
able on a current, live basis to broad-
casters.
Why not give your staff . . . and your
listeners . . . the best?
Audition Discs Available
Yes, we do have special audition
discs, and you can hear them before you
order your new APS library. There are
a number of them, so please specify be-
fore requesting. You can hear excerpts
from our specialized libraries ... or
you can hear samples from our full,
basic library.
57
POP-UP TOASTERS
CONTRACTORS
SPONSOR: De I anes Jewelers U.i NCV : Direct
CAPSUL] I \M. HISTORY: De Lanes wanted to ac-
quaint listeners with a good value in electric pop-up
toasters. Two announcements in one day on the Cactus
Jack show acre deemed sufficient. It proved to he. The
two-announcement response accounted for 55 toaster sales
for a gross of uell over SI. 300. Cost per announcement:
SI 2.50. The Cactus Jack program is on the air daily from
9:30 to 10:00 a.m., 12:30 to 2:00 and 5:15 to 5:30 p.m.
Kl \. Oakland PROGRAM: Cactus Jack
RADIO
RESULTS
SPONSOR: Engineering Associates AGENCY: Direct
CAPSULE CASE HISTORY: This Omaha firm special-
izes in small contracting jobs such as basement water-
proofing, roofing. To further seasonal business, they
bought a schedule of three announcements weekly on
Polly The Shopper costing about $43.50 weekly. After
a few weeks, the contractors report business building up
rapidly, with the firm now booked months in advance.
So much so they're considering a radio hiatus until they
can catch up.
KOIL, Omaha Polly The Shopper
REFRIGERATORS
FRUIT
SPONSOR: Independent Distributors, Inc. AGENCY: Direct
CAPSULE CASE HISTORY: This organization employs
the Mary Allen program to further sales of high-priced
appliances. It uses a single participation on the Monday
to Friday, 10:30 to 11:00 a.m. show. A daily participa-
tion for seven months plugged Crosley Shelvadors. The
district manager reported sales in the area up from 14.2%
to 23.7%, with dealers enthusiastic over radio.
WKNK, Grand Rapids, Mich.
PROGRAM: Mary Allen
RANK
SPONSOR: Sam's Fruit Wagon AGENCY: Direct
CAPSULE CASE HISTORY: Sam, in a participation, di-
rected his remarks to an area where he hadn't peddled
fruit and vegetables before. With a single announcement
he teas able to sell a icagonload of produce the very same
afternoon. Now people in this area are anxious to have
him set up a regular route. His radio message pointed
out that the fruit wagons goods came from the JJtica
Regional Market noted for their quality goods.
\\I!I\. I tica
AGENCY: Wyckoff
m
CAPSULE CASE HISTORY: This bank uses a 9:30 a.m.
newscast to get clients and locate missing depositors. The
method: a five-minute announcement offering $10 in cash
to the first person giving the correct address for a list of
missing depositors. The neivscast has uncovered a num-
ber of persons all happy to be reminded of their savings.
Also, considerable money has been invested at Thrift
Federal thanks to the early morning newscast. Cost:
about $27 per program.
KROW. Oakland
PROGRAM: Newscast
KITCHEN ITEM
CLOTH SWATCHES
VGENCY: Buchanan-Thomas
CAPSULE CASE HISTORY: Tidy House Products Com-
pany wanted to stimulate product sales and win new
friends for Ferfex items. To do so, they offered a spatula
in return, for 35# and a Ferfex box top. The selling ve-
hicle: Edith Hansen's 10:00 a.m. homemaker program
villi participation between 21 September and 6 October.
The final tally: 3.312 requests to KMA for the premium
at a cost-per-order of only .238^.
KMA, Shenandoah, la. PROGRAM: Edith Hansen
SPONSOR: Hanson Mfg. Co. AGENCY: Direct
CAPSULE CASE HISTORY: This clothing manufacturer
had a large slock of surplus cloth swatches at $2.00 per
package. He purchased 12 participations on the after-
noon Your Neighbor Lady show; sold out his entire
stock. The folloiving year, Hansen bought additional
woolen and rayon swatches; doubled his stock. Then, he
raised his price to $3 per package. Once again 12 par-
ticipations, three weekly at $81, sold out hundreds of
dollars tvorth of goods.
WNAX, Yankton, S. D. PROGRAM: Your Neighbor Lady
Leading Independent
Radio Stations are Pushing
Sales Curves UP!
It Will Pay You to do some INDEPENDENT THINKING
If you have been hearing dire predictions about the fate of radio
in general, just cast an eye at the leading independent radio stations!
Competition has kept them toughened up, made them today's best
buy when you really want profitable results. You owe it to yourself
to get the facts. Just write to any AIMS member listed below.
^streadwhatX
THESE INDEPENDENT \
THINKERS SAY: I
wc had a 21.2%
incVeaseonoursalesover
last year. We attribute »
major portion of *•
J n to the splendid
perauonofWCUE
to plug our great Value
Event."
_ T olUdioSutionWCOE.
Slt-DrvOooasCo.
.. We use one 30-sec-
ond spot a day on
KSO N and we get
ieads and sales every
week.Weveused other
SanDiegostationswith
no results."
-ToIUdioS^onKSON,
SanD>ego,Cal.t
from Greystone Elec.
San Diego
L
THESE ARE THE LEADING INDEPENDENT RADIO STATIONS:
WCUE
WBMD
WBNY
WJMO
WVKO
KMYR
KCBC
WIKY
WCCC
WXLW
WJXN
KLMS
WKYW
—Akron, Ohio
— Baltimore, Maryland
—Buffalo, New York
— Cleveland, Ohio
— Columbus, Ohio
— Denver, Colorado
— Des Moines, Iowa
— Evansville, Indiana
—Hartford, Connecticut
— Indianapolis, Indiana
— Jackson, Mississippi
— Lincoln, Nebraska
Louisville, Kentucky
WMIE
WMIU
WKDA
WBOK
WWSW
KXL
WXGI
KSTL
WMIN -
KNAK
KITE
KSON
KYA
-Miami, Florida
-Milwaukee, Wisconsin
-Nashville, Tennessee
-New Orleans, Louisiana
-Pittsburgh, Pennsylvania
-Portland, Oregon
-Richmond, Virginia
-St. Louis, Missouri
-Minneapolis-St. Paul
-Salt Lake City, Utah
-San Antonio, Texas
-San Diego, California
-San Francisco, California
KING
KREM
WACE
KSTN
WOLF
KFMJ
WNEB
WBBW
They are all members of AIMS —
Stations — each the outstanding indept
Association of Independent Metropolit
ndent station in a city.
-Seattle, Washington
-Spokane, Washington
-Springfield, Massachusetts
-Stockton, California
-Syracuse, New York
-Tulsa, Oklahoma
-Worcester, Massachusetts
-Youngstown, Ohio
O*i£*o,
Aim for BULL'S-EYE results. ..with the AIMS GROUP
14 JANUARY 1952
Why WFBR is
BIG
in Baltimore
fyJBj300
CLUB 1300 is the big
participating program in
the Baltimore area! Big-
gest average ratings for
the full seventy-five
minutes, biggest mail pull,
biggest studio audiences,
biggest in every way.
CLUB 1300 success stories
are legion. Ticket requests
are fabulous. Audience
loyalty is tremendous! Get
aboard CLUB 1300 for
your share!
Ask your John Blair man
or contact any account
executive of . . .
What's Mew in Research?
,,ii : mil ..,:';: i. r:::/.v:! ;;,;.',: ;: ii
fl/IS is a new sponsor feature designed to give you facts and figures you can
use to make decisions, to evaluate radio and TV problems. It will contain
original research commissioned by SPONSOR and performed by Advertest Re-
search, New Brunstvick, N.J. [in alternate issues), plus capsuled reports on
newsworthy research studies. You'll find here also in handy form the current
Nielsen Top Ten figures for radio and TV.
a SPONSOR original
Where* TV set owners listen to radio
WHERE MOST RADIO LISTENING IS NOW
BEING DONE, AND WHERE IT WAS DONE
BEFORE THE ENTRANCE OF TELEVISION
INTO THE HOME
(Base: 749 adult respondent, in IV. Y.
(Research by Advertest)
This is the first subject researched for SPONSOR
by Advertest. It ties in with the wealth of data
now accumulating on radio listening in TV homes (covered in the 31 December
1951 issue of sponsor), confirms and amplifies facts uncovered in the joint
NBC-CBS radio network study. For analysis see text below.
Key fact which emerges from the figures below left is that the pattern of radio
listening in a TV home differs markedly from what it was pre-TV. Where 8.1%
of the 749 respondents reported they listened most to radio away from home
before buying a TV set, 18.3% say
out-of-home accounted for most of
their listening after TV. Similarly,
there has been a change within the
home with listening moving out of the
living room and into the kitchen. The
Advertest data indicates that radio lis-
tening is getting harder to measure
than ever before. For none of the re-
search services which depend on phone
calls, fixed meters, or personal inter-
views with one member of the family
alone can adequately survey listening
done in a car or by one member of
the family using a personal set awav
from the living room. A need for new
techniques of measurement would seem
to be called for.
Note: The Advertest figures are per-
centage breakdown of where people
say they listen most. They are not, as
casual reading might indicate, a break-
down by time spent listening in dif-
ferent places.
Where most
radio listening
Where most radio
listening was done
before TV entered
BREAKDOWN OF LISTENING LOCATION
39.9%
22.2%
15.4%
59.1%
18.0%
5.3%
14.4%
3.6%
3.9% Others (Away from Home*'* 2.9%
include*: sun porch, dining room, cellar,
ten; "i„,ln,l.s: uork, railing, school
Living Room
Kitchen
Bedroom
Other Rooms (at Home)*
LINGUAL RADIO PREFERENCES* OF
MM 1 IIW F.vi SIWMSIISPEAKING
AUDIENCE
Middle
Class
Class
All
Spanish
68%
82%
74%
English
14
5
10
Both the s
ame 18
12
15
Don't know
—
1
1
Total
100%
100%
100%
Information
ed: "When
home, do
Spanish?"
you listen to t
you prefer to
question word-
hear English or
NATIONAL NIELSEN RATINGS TOP 10
RADIO
PROCRAMS
(To
tat V.S. area incl
uding small
town,
farm and urh
Regular
Week November 18-24, 1951
Nielsen
Rating*
Evening
Current Rating
Program
No. of
%of
R.nk
Once-a-Week
homes
Lux Theater
o.lt.to.ooo
16.3
Jark Kenny
6,701,000
16.0
3
Amo. '.,' Ami,
6.2 II. OOO
14.9
Charlie MeCarlhy
.-.. !!!«». OOO
13.1
S
< rey*« Seonta
.VI96.000
12.4
People are Funny
1, 693. OOO
11.2
7
I Ibbet HcGm
1,609.000
11.0
8
w alter \\ .... h.-li
1..1.-.H.OOO
9
■».... Bel >mir l.if.
1. 190,000
10.0
10
Hub Hawk
1,106,000
9.8
Don't overlook EM.
You're working in the city. Turn on your radio. Listen to one of
your AM commercials. It's coming through, clear as a bell, from
that big transmitter nearby. Sounds fine, doesn't it?
But there are many places in the country where that commercial
of yours can't be heard at all — even though it's broadcast from
an AM station right in the neighborhood.
For in many places "radio climate" is such that the AM signal
is torn to pieces by static, garbled by interfering "crosstalk." The
folks you're trying to sell can't hear your message at all.
FM solves that problem for you in many areas. FM is clear as a
bell whatever the "radio climate." So in making your time sched-
ules — Don't Overlook FM.
NOTE: During its recent spot radio
campaign on Zenith Hearing Aids,
separately keyed spots were used on
FM and AM stations in many cities.
In a surprising number of cases,
returns from the FM stations greatly
outnumbered those from AM.
Here's real proof of the growing
importance of FM!
ZENITH RADIO CORPORATION • Chicago 39. I
14 JANUARY 1952
DRUC STORE
{Continued from page 40)
basis. Then, by originating individual-
istic radio shows slanted for the com-
munity, these wide-awake pharmacists
really make the local trade sit up and
notice them. We need more alert
druggists like Levinger who know how
to hypo local sales."
What kind of programs does Levin-
ger offer his audience? Here they are
in a nutshell, with a more detailed
analysis to follow:
• A Visit At Rexall, a 15-minute
show aired each Wednesday over
KBKR from 11:00 to 11:15 a.m.
• The Rexall House Party, a 30-min-
ute program aired each Tuesday and
Thursday over KBKR from 11:00 to
11:30 a.m.
• Letters To Santa, a 30-minute pro-
gram aired over KBKR every Decem-
ber, Mondays through Saturdays at
5:00 p.m.
• Special announcements, four to six
of them used daily, to promote cele-
brations like Mother's Day and Valen-
tine Day, and special events, like Rex-
airs twice yearly One Cent Sales.
MififSSfelBH!
KFAB's Farm Service Department is
nationally known tor its achievements.
Bill Macdonald, Farm Service Director,
has received numerous awards during
his quarter-century of farm broadcast-
ing. This picture, taken during the re-
cent 25th anniversary banquet for Bill
Macdonald, shows Nebraska's Gover-
nor Peterson presenting him with the
coveted "People's Award." Looking
on is Hugo Srb, clerk of Nebraska's
famed unicameral, who is presenting
a similar award from the people of
Dodge County. Nebraska. ... BIG
RESULTS can be YOUR ACHIEVE-
MENT when you use KFAB. Address:
Harry Burke, General Manager; or,
intact Fre
& Peter
ww^mffi®**
Levinger's entry into local radio ad-
vertising was not accidental. He em-
ployed considerable forethought. His
problem, first of all, was to make the
most direct appeal possible to the 20,-
000 persons in Baker County — espe-
cially to the housewife trade in Baker
City. Since he has no soda fountain
and offers no food service whatsoever,
he wanted to increase sales of pre-
scriptions, patent medicines, and sun-
dry merchandise only. In fact, his
goal was to sell more goods than all
eight of his competitors — four drug
stores in Baker City, and four others
near the city.
"During the last 20 years we tried
all types of advertising," says Levin-
ger. "Radio is most effective."
He considered advertising in the
newspapers, but rejected the notion
for various reasons. The local daily
seemed to be losing circulation; the
local weekly spread too much of its
circulation outside of the state; and
both, in any case, split their reader-
ship witb the Portland Oregonian and
Journal.
He considered the possibility of ad-
vertising on a Portland radio station,
but discarded this idea because the re-
ception in Baker City was not too
clear; and, in any case, they did not
present a particular local appeal other
than their established network pro-
graming.
KBKR, on the other hand, seemed to
be most ideal. BMB figures showed
it had an 85% daytime listening audi-
ence in Baker County. The same BMB
survey revealed approximately 5,200
radio families in the county, 3,640 in
the city — and 92% of them listened
in to KBKR.
Having made his decision, Levinger
made his air baptism over KBKR in
1946 with daily announcements. The
results were so satisfying, that he
branched out until he was sponsoring
his present program lineup. The for-
mat of each merits special attention
by other local druggists.
The weekly A Visit At Rexall show
has a highly informal composition, al-
most deceptively simple. It's designed
to hard-sell products, inform the pub-
lic, and simultaneously make friends
for Levinger. Participants include
Henry Levinger himself, who is star
of the show; his assistant pharmacist,
Gene Bach; and an announcer from
KBKR. The show is a remote, picked
up at the store its<lf.
SPONSOR
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you
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In West Virginia, one
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This means twice the impact in a lush industrial
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CHARLESTON — 950 KC
5000 W DAY* 1000 W NIGHT
ABC Radio Network Affiliate
the personality stations
Joe L. Smith, Jr., Incorporated
Represented nationally by WEED & CO.
BECKLEY— 560KC
1000 W DAY* 500 W NIGHT
CBS Radio Network Affiliate
14 JANUARY 1952
It usuall] begins with the announc-
er's introduction: "We're back again
at the Rexall Drug Store in Baker.
\iul as -""M as I can get Henry Levin-
ger out from behind the prescription
counter, he'll tell you about the new-
est and latest in drugs and sundries."
For approximately 13 minutes then
(with occasional break-ins by the an-
nouncer) Levinger holds forth on the
latest medicines available in Baker,
what they're used for. and what they
will not do. In the couple of minutes
left. Bach discusses cameras. This for-
mat is so effective, there's never been
a program from the store yet that
hasn't sold some of the products men-
tioned while Levinger was still on the
air.
"Henry provides information you
couldn't possibly get into a prepared
script," says KBKR's Levy. "It would
take weeks of work, and a full store
house of information about medicines
and drugs. His performance has made
him a real authority in this area. If
anything comes up — say the jitters fol-
lowing receipt of a Readers' Digest
According to an independent survey made by students
at North Dakota Agricultural College, 17 out of 18
families within a 90-mile radius of Fargo prefer WDAY
to any other station. 3,969 farm families in the rich
Red River Valley were asked, "To what radio station
does your family listen most?" 78.6% said WDAY,
with the next station getting only 4.4%!
Fargo-Moorhead Hoopers credit WDAY with much
the same overwhelming popularity "in town". Despite
the fact that the other three major networks are repre-
sented with local studios, WDAY consistently gets a
3-to-l greater Share of Audience than all other Fargo-
Moorhead stations combined!
WDAY is one of America's great radio buys, serving
one of America's great farm markets. Write direct or
ask Free 8C Peters for all the facts!
4r
WDAY • NBC • 970 KILOCYCLES • 5000 WATTS
Free & Peters, Inc., Exclusive National Representatives
article about a disease — you often
hear, 'Well, let's go down to the Rexall
Drug Store and see Henry. He knows
all about it.' "
The Rexall House Party, originating
from KBKR's studio, is a blend of
music and quiz-giveaway show. It's
been so popular because quiz contests
on a small radio station are something
of a rarity; moreover, listeners in a
rural area feel their chances of win-
ning a prize from it are much greater
than the opportunities offered on a
web quiz.
Each program poses three questions.
One is directed to a person whose
name is picked by random from a
phone book. For others listeners are
asked to write in the answer. The first
correct answer bearing the most recent
postmark usually wins the prize. Or
sometimes, for variety, the correct en-
trant living the greatest distance from
Levinger's store is the prizewinner.
Occasionally, Levinger gives a prize
to every person writing in, whether
their answer is correct or not. He's
given away as many as 60 gifts on a
program. This beneficence on the part
of Levinger isn't as expensive as it
sounds. Many of the gifts have been
offered to him free by distributors,
anxious that samples of their product
be promoted. The contest gimmick has
been especially effective in building
traffic. It has sent as many as 120
people into the store a week; they sel-
dom leave without making a purchase,
and usually become new customers.
The Letters To Santa show also has
a prize gimmick. Each child — or his
parent — must pick up their "Letter To
Santa" contest entry blank at Levin-
ger's store. Prizes are then offered
for the best letter. Amusingly, Levin-
ger was bombarded with over 600 let-
ters in December of 1950. Since only
500 entry blanks had been printed, the
last 100 had to write in on blank
paper. Indeed, the show was so popu-
lar, it had to be extended another 15
minutes each day during the final week
of 1950's program contest.
This show, too, has brought a lot
of new customers into the store. Those
asking for an entry blank inevitably
make other purchases, and often be-
come steady customers. Again, Lev-
inger uses distributors' samples for
some of the prizes. Other prizes are
toys that were slow movers the year
before, and would be marked down
SPONSOR
Two books
by
SPONSOR
containing
hundreds
of actual
radio and TV
case
histories
RADIO RESULTS
1952 EDITION
About 200 factual and carefully reported
case histories divided into basic industry
categories. Exactly what advertisers and
agencies need for buying use. Initial
print run: 12,000. Space cost: $350 page
(one-time rate I . Half pages also acceptable.
Closing date: early February.
TV RESULTS
1952 EDITION
Some 200 dated and tabulated TV successes
divided into basic industry categories.
Also, list of TV stations by markets and
sets. Indexed for easy use. Initial
press run: 12,000. Space cost: $350
page (one-time rate). Frequency dis-
counts apply. Closing date: early February.
What black-and-white media
have accomplished with their
fatuous ii Rlue Book" is now
available to the air media via
RADIO RESULTS and TV
RESULTS. Your message in
either (or both) guarantees
that the right people will be
reminded of you often.
SPONSOR
3 The USE magazine
• of radio and TV advertising
• I Sunbei
sells 'em all!,-
From Tintair to Turkeys — "Pete
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all over Denver's Music-Personal-
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largest market without television!
♦or availabilities wire, phone or write
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1000 WATTS
DENVER'S
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Fitting a Medium
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Covers ALL
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Write, Wire, Phone
Ask Headley-Reed
In Canada
more people listen to
CFRB
Toronto
regularly than to
any other station
^^he 1950 BBM figures show
1 CFRB's coverage as 619,050
daytime and 653,860 night time — more
than one-fifth of the homes in Canada,
concentrated in the market which ac-
counts for 40% of Canada's retail sales.
CFRB
Representatives:
United States: Adam | Young, Jr. Incorporattd
Canada: All-Canada Radio Facilities Limited
to below cost if kept much longer any-
way. Thus the prizes — though worth
a lot of dollars and cents — represent
very little out-of-pocket money to
Levinger.
Levinger's announcements are used
only to promote special events. Usu-
ally, not more than 50 announcements
are bought for any one promotion
campaign. They're aired two days be-
fore the holiday or sale, and up to the
last day of the event. When conser-
vation becomes necessary, they're
pulled off KBKR on days that the regu-
lar radio shows are aired.
Levinger has also exploited the aver-
age person's love for prizes in his an-
nouncements. In March 1950, the store
was about to compound its 250,000th
prescription. To make the occasion
an event — and to increase prescription
trade — Levinger offered a $25 savings
bond and other prizes to the person
whose prescription bore the number
"250,000." The month of the contest
showed an increase of nearly 300 pre-
scriptions — or a 20 r r boost. That is
to say, a month before the contest,
1,238 prescriptions were compounded:
during the contest month, 1,526 were
filled; and after the contest, 1,256.
Levinger thought the stunt so popu-
lar, he tried it again in January, 1951.
This time, there was an increase of 411
prescriptions — or nearly 35%.
Commercial copy for the Levinger
announcements, whether for prescrip-
tions, vitamins, or orchids, is factual
and restrained in tone. Sometimes, the
commercials read like a newspaper ad
listing. This one is perhaps typical:
"It's the time of year when your
skin needs the most attention. The
Rexall Drug Store has a number of
special offers that mean big savings
for you. Colonial Dames Dry Skin
cleansing cream is being offered at
half price ... the $2 size for only $1.
Hines Tropical Spice Cologne has
been put on special at just 29 cents.
It formerly sold for $1. A dollar size
Breck shampoo and fifty-cent size of
hair dress has been reduced to only
$1 for both of the items . . ."
Levinger is obviously pleased with
his continuous air campaign. It would
be worth the price of admission if
only for the fact that it has gradually
upped prescription sales — usually the
hardest pharmacy department to pro-
mote, and the most lucrative source of
income. He now compounds more pre-
scriptions than all the other eight drug
stores in Baker County combined.
SPONSOR
Moreover, while all nine drug stores
in the count} including his own gross
annualh a total of about 8000.000 on
retail drugs, his own stoic alone
grosses well over $300,000.
This is all the more noteworthy
when you consider thai more than 25
manufacturers ami distributors pa}
SO', f his air advertising (based on
.V, or 10', of the total drug purchases
he makes from them I . Some are ready
to jun •")()', of the advertising costs
on an\ amount he spends with them.
Naturally, these co-op contributors get
their return from the increased sales
of their products, and often from the
publicity of their products mentioned
' i • • •
on the air.
DAYTON CAUSE
{Continued from />age 30)
more than seven weeks to work in) ra-
dio and TV would carry the brunt of
the campaign.
For radio. Dayton stations WING.
WHIO, and WONE were all used. Al-
together, the stations carried three
broadcasts of a Man-on-the-Streel
show: three documentary-style shows;
one broadcast of a taped panel discus-
sion; and about 225 announcements on
a gamut of shows ranging from music
and news, to sports, women's, and farm
programs. Half the announcements
were paid for by the Committee; half
were public service donated by the sta-
tions. All full programs were donated
by the stations.
For TV. the agency used the Kenny
Roberts and Joe the Puppet show, a
half-hour Saturday morning program,
that ran seven weeks from 22 Septem-
ber to 3 November. It was carried
simultaneously by WHIO-TV and
WLW-D. The Committee paid a rea-
sonable rate for the TV show, in-
cluding production, time, talent, and
other expenses. This was somewhat
lower than usual cost for a seven-week
-how. because there was no charge for
-tudio facilities and rehearsal time
I three hours each week).
"All station personnel devoted full
energ) to our shows," says Lincoln
Scheurle. head of radio-TV at the
agency. "That's because they liked
working with the shows ... to sa\
nothing of being in sympathy with the
campaign's purpose."
The bulk of the radio programing
was devised by two agency men. John
To a time buyer
with a client who wants lagniappe
Now that the smoke of the holiday parties has cleared
away, giving place to the normal, everyday smoke of
battle, let's discuss a truth that is stronger than friction,
an eternal verity of the great Midwest, the pulling power
of WMT.
We're not blase, understand, but we just don't get
butterflies in the stomach anymore when we find more
evidence of WMT's selling oomph. We expect it. For
example, whenever visiting firemen get the grand tour
through the station, we just point to Killian's Department
Store across the street and casually mention how they sold
2,200 pairs of socks with one commercial on their regular
9 a.m. news . . . and 600 men's belts with another single
shot.
Day in anil day out we hear tell about folks who buy
something or do something because WMT suggested it.
We know WMT persuades~^W,000 of our Eastern Iowa
friends turned out for our annual Farm Field Day.
One of our prize stories of persuasion, though, is this: Man
named Joslyn runs a store in Manchester, 40 miles up the
road. He bought a covey of spots on WMT to push a sale.
Couple days later he phoned. "Call off your announcers,
I'm cleaned out." quoth Mr. J. "What's more," he added
a bit wistfully, "we had burglars last night."
Now where else in the world can you get lagniappe like
that?
CEDAR RAPIDS
BASIC CBS RADIO NETWORK • 5,000 WATTS • 600 KC
REPRESENTED NATIONALLY BY THE KATZ AGENCY
14 JANUARY 1952
Leonard and George Brenard, who es-
tablished themselves as "Call to Prog-
ress Report* rs." First, the} "<l set up
their recording equipment at a l>us\
-|n>i in downtown Dayton. Then they'd
draw attention of passers-b) with a big
stand-up sign; on it was emblazoned
their identity and the questions being
asked.
During each session, they'd record
approximately 2.~> minutes of inter-
views. These were then edited with
scrupulous care. >o that the context.
whether "for"" or "against" the school
tax. remained unchanged. All super-
fluous Wordage was eliminated, though,
so that the program would fit the time
limitations of Dayton's radio stations.
The finished radio shows were cither
in the form of straight man-on-the-
-ti.it presentations, or of the docu-
mentar) type. To get an ultimate pic-
ture of school conditions, the "Report-
ers" made a point of interviewing
school teachers and principals. Some
of the taped interview quotes were so
dramatic, they were also used in short
announcements.
"The script approach, as you can
see." Scheurle told sponsor, "was one
Only ONE Station DOMINATES
This Rich, Crowing 15-COUNTY MARKET
WITH
1950 Per Family Effective Buying Income of $2,948.0(1
*%# yau**Ki/-<SeHZ<*t<et '£<fcZi0*t
WINSTON-SALEM
of fad and straightforward truth ahoui
conditions in Dayton schools. Our sat-
uration was heav) for five days pre-
ceding the registration deadline in Sep-
tember. Especially heavy saturation.
with 'get-out-the-vote' chainhreaks, was
achieved three days prior to. and in-
cluding, voting da) ."
In creating the campaign's 10:30 to
11:00 a.m. TV puppet show. Scheurle
had several goals in mind. He wanted
a pure entertainment program slanted
for the kiddies. He felt that if the
show could arouse the enthusiasm of
the kiddies, it would thus reach their
parents, who would be persuaded to
vote for the school tax. To get the
widest possible audience of children,
he did not want to offer a message doc-
tored up and sugar-coated as entertain-
ment. Rather, he wanted complete ad-
ventures running about 12 minutes.
Then, the bond issue pitch would be
contained within the commercial por-
tion of the program — exactly as if the
program was advertising a soap or a
toothpaste.
Finally, he wanted to develop origi-
nal characters for the show, who would
then be identified in promotional cam-
paigns with the Bond Issue appeal.
All these wishes were achieved. The
agency helped develop the unique pup-
pet character. Joe: Muggsy, his dog:
Jezebel, a nasty old cat: and Puntah.
a kind of Americanized version of a
magical leprechaun.
Then, feeling that "Joe"' and his
puppet friends would be unknown to
the moppets until estahlished. the agen-
cy decided to get a "known" element.
This personality would draw immedi-
ate attention to the puppets, though not
overshadowing them.
Kenny Roberts, the "jumping cow-
boy," former WLW radio and TV per-
sonality, proved to be the man fitting
this hill. He had a wide popularity in
Dayton. And he was prepared to co-
operate cheerfully in merchandising
the show and its message.
"Before the first show went on the
air," says Scheurle, "the seven scripts
and commercials were in outline form.
Next came a detailed synopsis "I sug-
gestions for puppet "business,' with
free-lance artist Shirlej Kartell serving
as puppeteer. From this 'packed' sy-
nopsis, a complete script was written.
The entire program, including com-
mercial, was completely formulated
each week.
"The puppeteers then rehearsed with
this script." Lee Jason, WHIO-TV di-
rector, used it for checking his camera
shots — to make sure the audience
would not miss any of the puppet ac-
tion. Each week, the puppets had an
exciting adventure: exploring a cave
— visiting the wild west — fighting pi-
rates on the high seas — getting lost in
"The businessman who has a dollar to
spend in radio wants to get his dollar's
worth out of it, and he can by using
research and using it more intelligently.
I doulit that any medium has ever had
the cold spotlight of fact turned on it to
such a degree."
WILLIAM S. PALEY
Board Chairman, CBS
a haunted house — or having a circus.
The adventures were in two acts, each
act running six minutes, and complete-
ly divorced from the bond issue com-
mercials."
Realizing the need to build an audi-
ence for the show almost immediately
(because it had but seven weeks to
hammer home the message), the agen-
cy merchandised Kenny Roberts and
Joe the Puppet to the hilt. Here are
some of the promotional stunts it used:
1. Newspaper ads ran each Friday
and Saturday, calling attention to the
show. A weekly mention in "TV High-
lights," near the TV station listings,
also helped direct attention to it.
2. Retail stores featured window dis-
plays, containing school bond issue ma-
terial and promotion of the program.
3. Cards in city busses and trolleys
showed photos of Kenn) and Joe.
4. Both TV stations gave the show
58 promotion plugs.
5. Following the first week's show,
a card containing a picture of Kenny
and Joe — plus a comment on Dayton's
crowded schools — was passed out by
teachers to 30,000 school children.
Taken home, this message was read l>\
parents.
6. During the fourth show, the
"Kenny and Joe Club" was announced.
WENE
BINGHAMTON, N.Y. MARKET
NOW 5000 '
CALL RADIO REPRESENTATIVES, INC.
\ letter was lot warded to parents (via
the school children I explaining the
need for the bond issue and tax levy.
The letter didn't tell the parents how
to vote; or ask them to commit them-
selves in any way. But it did ask them
to sign the letter at the bottom, prom-
ising they'd go to the polls the 6th of
November.
\\ hen each child returned to class
with his parent's signature, he became
a member of the "Kenny and Joe
Club." Each youngster got an official
membership card, and a Kenny and
Joe Club button — both containing pic-
THIS RICH MARKET
No other signal covers the South Bend market
like WSBT. Radio sets in use are up to an all-
time high of 32.8! WSBT's share of audience
at 66.6 is way above the national average. And
here television is insignificant because no con-
sistently satisfactory TV signal reaches South
Bend. Don't sell this rich market short. Wrap
it up with WSBT radio.
PAUL H. RAYMER COMPANY
NATIONAL R E P R E S E N T AT I VI
14 JANUARY 1952
turea of the Bhow personalities. Club
membership, the agencj found, was
"practicallj !»>»>' i ."
7. During the program's final week.
Kenn) Roberts made personal appear-
ances before more than two-thirds of
Dayton's public school kid-. He ap-
peared in schools most in need of re-
pair and expansion — and in schools
with strong PTA groups sure to get
out the vote.
8. The audience in the TV studio
was comprised of children from those
needy schools. In talking with them
on the program, Kenn] had the mop-
pets talk about the poor facilities of
their schools.
'). Finally, main radio announce-
ment:-, featuring Kenn) and Joe. were
made. These plugged the TV show,
and urged kiddies to join the club.
Thanks to these ingenious devices,
the an community cause became a vir-
tual crusade. "The end result was,"
says Scheurle happily, "that the school
bond and tax levj issues passed with
a fine majority of almost two to one.'"
• • •
We serve 400,000 loyal listen-
ers in Negro, rural, industrial,
and four nationality groups.
Only the Gary Sales Plan sells
Indiana's second market.
Call us without obligation.
Gen. Mgr.-WWCA
Gary Indiana's
No. 2 Market
STAGING A ONE-SHOT
(Continued from page 38)
forts, the latest Rose Bowl radio-video
coverage on NBC, cost the razor firm
$150,000 plus promotional costs. U. S.
Steel spent over $30,000 for a de luxe
25 December telecast of Christmas
Carol. Mutual Benefit Health and Ac-
cident Association sank nearh £20,000
in an MBS Christmas show, Mutual of
Omaha Calling, which tied up 22,000
mile- of long-distance wires so that
Korea servicemen could talk to their
families during the one-hour show.
However, at the other end of the scale,
you'll find firms like Book Associates,
a Huber Hoge agency mail order ac-
count, which spent as little as $4,000
for marginal quarter-hour one-shots on
CBS to promote piano-lesson books
during the pre-holiday season. Since
most networks have a widely-priced
list of shows to sell, a wide range of
times to put them in, and are willing
to bargain on the size of a network,
one-shot prices today are very flexible,
and can fit all types of budgets.
• Promotion. Even the best one-
shot air effort will wither on the vine
w ithout proper promotion to gather an
audience and to build up the show to
dealers. All of the radio and TV net-
works are willing to give a sponsored
one-shot today an extra push with on-
the-air„and audience promotion at no
extra cost. NBC and CBS have even
got major merchandising plans to
backstop one-shots. A one-shot then
becomes the keystone of a big adver-
tising effort, instead of just an isolat-
ed splurge. For the sponsor who wants
to go even further, networks will also
give advice, based on the increasing
knowledge of experience, in helping
clients plan and execute their own pro-
motions for one-shots.
However, the fact that more and
more advertisers at all levels are look-
ing with favor on one-shot shows is not
caused merely by the wide program
choice, attractive prices, and promo-
tional backstopping offered. Clients
and their agencies, and broadcasters,
are constantly inventing new "reasons-
why" and objectives for one-shots.
Chicago's
Radio
Monster
The WHOLE job in TV file
spot-making at TELEFILM Inc.
Producers since 1938.
HOLLYWOOD (28) CALIFORNIA
SPONSOR
The Network Populari-
ty TelePulse will in-
clude ten markets as of
January, 1952. These
markets are:
Atlanta
Baltimore
Chicago
Cincinnati
Cleveland
Columbus
Detroit
New York
Philadelphia
Washington
TheMultiMarketTele-
Pulse will include 21
markets as of January.
For information . . .
ASK THE PULSE
THE PULSE Incorporated
15 West 46th Street
New York 36, N. Y.
14 JANUARY 1952
The standard motives, of course, are
still behind most examples ol one-shot-
ting. SPONSOR found these three main
motivations behind the recent (and
even main of the classic) uses of the
one-time air:
1. One-shots can handle a big over-
night advertising job. When a new
model series or a big campaign is be-
ing launched, for instance, the one-shot
show often serves as the ideal spear-
head. Examples: When Nash-Kelvina-
tor wanted to introduce its new auto
line in late 1948, the springboard into
the campaign was the all-night spon-
sorship of the presidential election re-
turns on CBS radio, at a cost of over
$125,000.
More recently, when Holeproof Hos-
iery wanted to launch a new stocking
line, it sponsored the hour-long telecast
of the Miss U. S. TV finals on DuMont,
on 5 December. Cost: about $20,000.
The famous Ford round of one-shots is
being copied, as SPONSOR goes to press,
by the automaking firms of Buick and
Pontiac on CBS and ABC, to launch
their new models.
2. One-shots dovetail nicely with a
seasonal sales drive. Many a firm's ad-
vertising is geared to big seasonal sales
pushes. Often, half of a firm's yearly
sales will be done in a particular sea-
son. This has led firms like Elgin Na-
tional Watch, Hamilton Watch, Elgin-
American, Hallmark Cards, Royal
Typewriters, and others to use pre-
Christmas one-shots for many years,
since the extra "push," often in the
$50-$100.000 class, of the one-shot is
justified in sales. However, many new
firms, like Cannon and Pepperell, are
getting into the one-shot act, tying the
promotions up with January "white
goods" sales. Department stores, fash-
ion advertisers and others are finding
that the one-shot can move merchan-
dise off store shelves with the right
"seasonal" push.
3. One-shots are an ideal prestige-
builder. For companies whose adver-
tising is generally of the low-pressure,
public-relations variety, the one-shot
show tied in with a special event or
holiday is often ideal. Even companies
who do business in a high-competitive
consumer field find that the prestige is
worth the cost. A typical low-pressure
effort was the Christmas-day U. S.
Steel sponsorship of Christmas Carol
on NBC-TV with Sir Ralph Richard-
son, flown in from London for the oc-
casion. "Big Steel" makes no Christ-
D
O
\\
IN ARKANSAS
THINGS ARE
LOOKING
UP!
Yes sir, things are really booming
in Arkansas. And when we say
"things", we mean, among others:
* Radio Families
* Station Audience Families
-k Family Buying Power
Radio Families UP!
DAYTIME
1944 1949 1 UP
CBS BMB ^_ 0/
248,840 343,340 j <5# /O
NIGHTTIME
1944 1949 1 UP
CBS BMB ftno/
198,920 3 19,090 J DU /O
KIIU Families UP!
DAYTIME
1946 1949 1 "" UP
BMB BMB 4 MO/
166,100 189,530 J 14 /O
NIGHTTIME
1946 1949 ] UP
BMB BMB 1Q0/
127,670 150,550 J 10 /O
Buying Power UP!
average for cities of the 100,000 class, by
Sales Management figures. The Little Rock
trading zone (224,000 families in 26 coun-
ties) spent $522,255,000.00 out of an effec-
tive buying incc
cording to the s
! of $642,504,000.00,
-illlfl -
Effective Jan. 15, 1952
\ Time Charges UP!
( KLRA will increase its base hour
-ate by 15%. This increase is the
I first since 1945, and is a modest \
For the complete KLRA story,
k any 0. L. Taylor Company otfic
3M&
LITTLE ROCK
CBS RADIO FOR ARKANSAS
mas gift items, does practicall) no bus-
iness with the genera] public. Yet, I .
S. Steel spent over $30,000 to garner
public good will, and feels it did a
good job. Philli|» Petroleum, on the
other hand, which gears most ol its
air advertising to direct "sell," also
found a holiday-season one-hot a good
buy. Phillips bought a half-hour radio
airing, on MBS. of the annual dinner
of the Chemical Engineering Society,
pureh as a public relations venture to
huild industry prestige. The show was
aired from the Waldorf on 2!'. Novem-
ber, has since brought Phillips main
compliments w ithin the trade.
\\ ith these different motives — every-
thing from hard-headed business rea-
sons to a desire for good public rela-
tions — bringing advertisers to the air-
waxes with one-shots, it was hard for
SPONSOR to pick a "typical" one-shot
operation from the recent seasonal
i mp.
However, one such effort stood out
from the rest. This was the simulta-
neous airing, on some 425 MBS outlets
and 43 DuMont TV stations, of the
famous charity football classic, the
Ea>t-\\ est game, 1>\ Motorola. Inc.. on
/I free ride
to Canada
(AND A 2 BILLION DOUAR MARKET
WGf\ covers the rich
industrial and farming areas of
Western New York — a gigantic
market in itself.
But WGR also gives adver-
tisers a big plus in its coverage
of its across-thc-border neigh-
bor — the two billion Toronto-
Ontario marketing area where
WGB is the 3rd most-listened-
to .station.
^jyoadcadt^tq Corpjorutwn
RAND BUILDING,
National Representatives:
1UFFALO 3, N. Y.
ree & Peters, Inc.
leo J ("Filz") Fitzpatrick
I. R. ("Ike") lounsberry
2') December. It was probabh the
most expensive one-shot — it cost up-
wards of $200,000 for everything— in
recent years, and was one of the most
interesting.
The Motorola sports event managed
to combine, in one big show, all of the
three "basic" reasons for a one-shot.
It was a special occasion, since the
East-West broadcast was the climax of
a 810,000,000 ad campaign in 1951
and was the official launching of the
new 1952 Motorola line. The show
came along at a time when Motorola,
armed with a handsome new line at-
tractive! v priced for the consumer, was
in the midst of its winter-spring sea-
son, biggest selling period for receiver
firms. Since the proceeds of the game,
and a good part of the cost of the TV
and radio rights, go to the Shrine Hos-
pitals, it served as an ideal public re-
lations vehicle for Motorola.
This would have been an impressive
lineup of reasons for almost any ad-
vertiser. However, Motorola added a
new wrinkle to its one-shot operation.
Instead of holding the usual annual
sales convention for dealers and dis-
tributors, the big receiver firm decided
to make the one-shot show an actual
substitute for the annual get-together.
Motorola advertising director Ellis
Redden told SPONSOR:
"We saw in the East-West game a
chance to do something startling in
launching the new 1952 line to our
dealers. In addition, the game would
serve as a 'bridge' between our $2,-
000,000 radio-TV efforts with pro-
grams and spot schedules during 1951
and our planned radio-TV schedule in
1952. But, primarily, the East-West
classic served as an unusual and ef-
fective way to launch the new line with
a real bang to the public."
To make the one-shot effort, on
which so many things depended, a real
success, Motorola spared no expenses.
To promote the show effectively to
6233 Hollywood Blvd., Hollywood
155 E. Ohio Street, Chicago
SPONSOR
dealers and distributors, Motorola sent
out no less than 124.000 separate mail-
ing pieces to them, and to their em-
ployees, industry leaders, and others.
Complete plans were worked out,
whereb) the commercials that official-
ly launched the new line became the
highlights of a series of informal deal-
er cocktail |>arties all over the country,
so that these became "conventions in
miniature." complete with sales con-
ferences. Needless to sa\. dealers and
their friends were quite impressed with
the whole one-shot operation, since it
was to be the first time that any of
them would see the new models, and
hear the new price line.
Promotion to the public, to insure a
big consumer audience, was equally
thorough. The two networks, MBS and
DuMont. gave the event plenty of on-
the-air and audience promotion of all
kinds, as far back as the beginning of
December. Dealers were furnished
with facsimile tickets to mail to their
prospective customers, and complete
promotion kits to make each of the
30.000 dealers' stores a promotional
showcase for the East-West game. Mo-
torola ran schedules of tune-in ads the
day before, and the day of, the event
in all TV cities used, and promoted
widely in the radio-only areas (where
it split the costs of the radio pickup
with the Shrine East-West Football
Committee.)
A heavy publicity campaign was
done on the show, going back for near-
ly two months, by Motorola's publicity
firm. Roger Brown Associates, to give
it an even greater push to the public
and the trade. Every angle was worked.
The big interest in the classic as a top
sports event was played up to sports
editors. Human-interest stories sur-
rounding the charity aspects (such as
giving away Motorola TV sets to the
Shrine hospitals I were planted. To the
trade press, both radio-TV and retail-
ing, much was made over the fact that
RESULTS PROVE
500,000
MEXICANS IN CREATER
LOS ANGELES
LISTEN TO 6 HOURS OF
SPANISH
PROGRAMMING DAILY ON
KWKW AND KWKW-FM
ASK FOR JOE
the "open house" convention, com-
bined with a broadcast, was a new
sales departure for that industry.
By the time the 29th of December
rolled around, everything was set. Spe-
cial film commercials had been shot l>\
the ad agency, Ruthrauff & Ryan, as
fast as the pilot TV models were avail-
able, in a record four weeks flat of
day-and-night work (normally, it
would take twice that much time). \
huge audience was practicallj guaran-
teed by the combined weight of the
promotion put behind the event by Mo-
torola and its distribution organization.
and In the two networks and the Shrin-
ers. A follow-up ad campaign, likely
to be as expensive as 1951's $10,000,-
000 effort, had been drawn up, to run
on the air, in newspapers, magazines,
outdoor advertising, trade press, farm
publications, Sunday supplements and
TRACTORS
. . . trade-mark of the
PROSPEROUS KANSAS MARKET
They
i index of progressive farming,
for low-cost, volume production
and high profits.
In Kansas, there are one and one-eighth tractors
for every farm . . . and they're increasing at the
rate of 1,200 a month.*
Here's a market index you can
hang your hat on! It shows buy-
ing ability, promises increased
production, greater buying power,
more leisure time, and still higher
living standards.
IMPORTANT! These modem
farm families are the same ones
that make up WIBWs large, loyal
audience. WIBW is the station
they listen to most.** WIBW is
the most powerful single medium
you can use to sell the Prosperous
Kansas Farmer.
14 JANUARY 1952
1000 WATTS
NORTH
CAROLINA IS
North Carolina Rates More Firsts
In Sales Management Survey Than
Any Other Southern State.
More North Carolinians Listen to
WPTF Than to Any Other Station.
& NORTH CAROLINA'S
No.l SALESMAN IS...
NBC
50,000 WATTS
680 kc.
AFFILIATE for RALEIGH- DURHAM
and Eastern North Carolina
National Ro P . FREE & PETERS, Inc.
other media, both nationallj and co-op.
It's too early, of course, to judge the
effectiveness of the $200,000 Motorola
one-shot effort. Hut. on the basis of
the earlj reactions (unanimously fa-
vorable) from dealers and distributors,
the East-Wesl game has certainl) gi\-
en Motorola a running head start into
its biggest 1952 selling season.
Having gotten the tremendous in-
itial push of the big one-shot event,
Motorola does not intend to let up in
its advertising. This way, Motorola
feels it will reap the greatest benefit
from the expensive one-timer. Having
killed two birds with one stone, Moto-
rola doesn't want to let them get away.
Even if Motorola doesn't use an-
other extensive one-shot air effort un-
til it's time to launch the 1953 line, it's
had an effect on the industry. Don't be
surprised if you see more combina-
tions of model-launching and sales con-
ventions patterned on the Motorola ef-
fort coming up for other advertisers in
1952.
Yes, the use of one-shots is increas-
ing. More and more advertisers are
becoming aware that the success secret
here is not a mystery. It's simply a
matter of having a good sales reason
and plenty of promotion on one end,
and a thorough follow-up on the other.
• • •
STAC BEER
{Continued from page 37)
advertising-conscious leadership of its
president, Edward D. Jones, son-in-
law of Henry Louis Griesedieck, and
a prominent broker in St. Louis.
"Around the brewery. Ed is known
as the 'outside inspection department',"
a friend sa\s of Jones. "If a piece of
merchandising or advertising poster is
torn, he spots it immediately. He likes
keeping track of everything."
Jones has surrounded himself with
a brilliant executive staff that includes
Frank Griesedieck, advertising mana-
ger, assisted by Hans Saemann; Fred
Smith, sales manager, assisted by Bill
Smith.
Another reason for the brewery's ad-
vancement is the shrewd guidance pro-
vided bj the Maxon Agenc\ (Detroit,
Chicago, New York), which took over
the account in 1941. Lou Maxon, in
the Detroit office, controls planning
and strategy.
SPONSOR
In 1043 the agenc) recommended
and the client bought— a philosophy
of low-pressure advertising <m a con-
tinuing and long-haul basis. While the
objective was at uo time to make Stag
the leader in the St. Louis market, this
ultimately became the case.
The original plans called tor increas-
ing sales by two and one-half times
what they were in 1943. This was to
be accomplished over a five-year pe-
riod. The goal, though, was accom-
plished in two years — via the firm's
philosophy of low-pressure continuity
advertising. The results were so satis-
factory, that the same program was
continued.
Stag's radio and TV commercials all
stress two points — Stag's "dry" qual-
ity, and the fact that it's "extra-brewed
to be sugar-free." This pitch is some-
what more subdued than Stag's copy
in days of yore. At one time, it used
the slogan "America's finest dry beer."
On still another occasion, it used the
TV theme. "Sugar may be good in
cereal, but > ou don't want sugar in
beer." The first theme was dropped
because it was somewhat ambiguous
(Stag is actually a relatively light dry
beer) ; the second because it implied
other brewers put sugar into their beer.
The new theme has worked better,
the indications are, because it's more
accurate and more understandable. Re-
cently one of the company's sales man-
agers stated in a letter: "Our sales fig-
ures have been phenomenal since the
start of this new ad campaign."
Both the radio and TV commercial
employ a recorded jingle that goes:
// you want
The finest beer
The driest beer,
The smoothest beer,
Altvays ask for Stag Beer!
It's brewed to be sugar-free.
This is followed by the pitch: "Yes,
cost!) extra steps in brewing — devel-
oped by Stag years ago — make Slag
free of un fermented sugar. That's why
Stag Beer is always mellow and light
— just right! Try Stag!"
Stag's timebuying is usually handled
by the iVu ^ ork branch of Maxon.
At the beginning of Stag's venture into
radio, it used half-hour, locally-pro-
duced Stag Square Dance programs on
seven stations. This type of program-
ing was dropped for three reasons: I 1 I
Production values of some of the shows
were spotty; (21 The square-dance
craze seemed to be subsiding; (3)
Since Stag's beer copy story is not in-
herently a long one, it was felt it was
wiser to tell listeners that story more
often in announcements, rather than
concentrate on long program commer-
mercials.
Then why does not this third reason
apply to Stag's television programing?
Because it uses TV in single-station
markets, where there s a lot of double
and triple spotting of commercials. Be-
sides, its TV programs get very high
ratings. Stag News nabs a 22 rating
at 5:45 p.m., and its St. Louis wres-
tling shows have won ratings as high
as 55 or 60.
Stag Beer goes heavy on point-of-
sale merchandising. It uses a lot of
fluorescent signs, advertising cards on
the back of bars, and it has employed
signs ballyhooing its wrestling shows.
In the new year, it will use commercials
asking listeners, "How many stars in a
Stag Beer label?" Those who send in
postcards with the right answers, will
receive a chart of famous wrestling
holds, illustrated with 33 photographs
prepared by Vern Gagne.
Undoubtedly, though, Stag's most
arresting promotion was its recent fly-
ing blimp, which landed in many Mid-
western fairs. While blimps may be
passe to blase New Yorkers, they ap-
parent!) are a sensation in rural areas.
Many network shows were taped from
the blimp, including one over the Mis-
souri Farmers Association network of
some 20 stations. The blimp was her-
alded in each town with station breaks,
news releases were furnished to the
press, window displays built for mer-
chants, signs pasted on trucks, an-
nouncements made at Chambers of
Commerce luncheons.
Indeed a Tulsa businessman re-
marked enviously: "You've gotten
more publicity on this blimp stunt than
the Community Chest or any other lo-
cal event — except a murder that once
happened in Tulsa."
The air future of Stag Beer is fairly
predictable. There is no doubt that it
will expand its radio and TV coverage,
in keeping with the expanding distri-
bution of the beer itself. At its pres-
ent rate of mushrooming growth,
chances are the day is not too far when
Griesedieck Western will start giving
the Big Four Brewers a run for their
money. -k -k -k
MR. SPONSOR ASKS
{Continued from page 45)
either store. Yet. both make a rather
tidy living. More to the point, the
people in my neighborhood have the
choice of shopping at either one.
Glance at yesterday's newspaper. (I
get it a day late because I made a deal
at a reduced price with my next door
neighbor. I I see where "South Pacific"
is at the Majestic Theatre on 44th
Street and "The King And I" is play-
ing in the self-same block. Having an
uncle who has a niece who knows a
guy who has a girl who used to work
14 JANUARY 1952
TOP
K-NUZ
HOUSTON'S LEADING INDEPENDENT
76
at McBride's, I can assure you that
these two show- have something in
common. According to the federal tax
returns filed by the producer of each.
the) fall roughly into a classification
which i- frequentl) referred to as "a
Mexican stand-off."
I have even witnessed the startling
specta< le of a picture called "Drop
Thai Gun" playing at Loew's El Ham-
bra, while the RKO theatre. onl\ 50
feet lurching distance from there, was
Featuring "1 Got You Covered."
\ friend of mine — he's not really a
friend of mine, although he has
von have a email budget for TV,
can't afford mistakes in time selec-
He patient. Train your clients to
out their opportunities by laying
■ a TV budget to be used as. if. and
l, the right time periods become
SIDNEY MATTHEW WEISS
Exec. V. P.. Lenin. Williams &
Sartor. N. Y.
nothing hut nice things to sa\ about
you — told me that there are even ad-
joining Trans-Lux theatres playing the
same new steel. Mv friend will never
forget this because of a bitter personal
experience he had one da\ while at
the Bijou with a girl who shall be
nameless. When the newsreel pictures
of the Louis-Schmeling fight came on,
he bet her two dollars on Joe Louis.
This was the fight when Schmeling
won by a KO. The next night while at
the Empire Theatre with the same girl.
the same newsreel came up. Once
again he bet her two dollars on Louis.
\t the end of the newsreel he turned to
her with a pop-eyed look of astonish-
ment and said, "Gripes. I didn't think
Maxie could do it again!"
To be serious, if. after that old gag.
there is anyone left in the house but
my mother, programing comparable or
similar television program types in op-
posite time slots is not a waste. Rather
it is an abundance of riches from
which the public can choose. Just as
you select the drug store you want to
patronize, the picture and play \ou
want to see and the fight on which you
want to bet. so the television audience
should have the same privilege of se-
lectiori. And. incidental), the guys in
our research department tell me there's
gh audience to
Harry Ommerle
Program Director
CBS-TV
New York
NICHOLAS E. KEESELY
V. P. Chg. Radio & TV
Lennen & Mitchell
LIKE MDST
"Newsworthy"
TV & RADID
EXECUTIVES
Mr. Keesely's
LATEST
BUSINESS
PORTRAIT
IS BY-
Photographer to the Business Executive
565 Fifth Ave., New York 17— PL 31882
SPONSOR
ROUNDUP
{Continued from page 57)
those present (see picture) Julian
Craseicz, Grant Advertising; C. \\ .
Muench of C. W. Muench & Company;
Phil Tobias, Simmonds & Simmonds;
Lou Boyce, Fuller & Smith & Ross;
and Fred Norman, Grant Advertising.
ka\ Kennelly, Olian Advertising, was
also on hand to join in the ceremonies
i attend Keysto
■ office
aided by a Keystone cop. Along with
the new offices, Keystone, which grew
from 105 stations in 1940 to 493 to-
day, has a new slogan. The net calls
itself "'The Voice of Rural America."
A tasty promotion is the forerunner
of some fine radio listening.
A box of ginger bread cakes in the
shape of Mutual's Mister Plus and
\K,\["s Leo the Lion heralded the 31
December launching of star-studded
nighttime listening on MBS from 7:30
to 10:00 p.m., Mondays through Sat-
urday. Among the Hollywood array
of talent are Bette Davis and George
Brent teamed in a new series I Mon-
days. 8:00 p.m. I : Errol Flynn in The
Adventures of Casanova (Thursdays.
8:00 to 8:30 p.m. I ; and Ann Sothern,
Mickey Rooney in their Maisie and
Andy Hardy roles plus MGM Theatre
of the Air with names like Marsha
Hunt, Ava Gardner, Miriam Hopkins.
Ja\ Josh n. and Pegg) Ann Garner.
Wallace A. Ross' TV Directory for
November 1951 ( Ross Reports on Tele-
vision Programming) provides those
interested in the medium with a wealth
of information. Among the listings are
Networks — TV personnel, studios, the-
atres; Ad Agencies — TV clients, pro-
grams, personnel; Station Reps — their
stations and TV managers; Network
Shows on the Air — alphabetically; Re-
searchers — production services plus an
index to past Ross Reports features,
among other listings. The price for
subscribers, $5; $7.50 for non-sub-
scribers.
Phil Hoffman, KFCA-TV, Holly-
wood, manager, and Amos Baron,
KECA manager, have completed a sev-
en-year deal effective 28 January for
the services of Al Jarvis, well-known
Southern California radio and TV per-
sonality. The agreement reached with
Jarvis' manager and a representative
of the Nat Goldstone talent agency in-
volves 25 hours a week of radio and
TV broadcasting. Jarvis will make
daily broadcasts on both KECA and
KECA-TV. * * *
TV COMMERCIALS
(Continued from page 48)
for use in another highly valued prod-
uct on which we lavish more money
than on our homes or children (our
car), I'd say, "Who wants whimsey?
Give it to me straight!"
Woven into the amusement of the
Pitchman routines was all the hard-
selling copy any gasoline or oil ever
had. Hut surrounded as it was by fun
and non-reality, I don't think the
points registered. But if any were re-
membered, I'll go farther and say I
don't think they were believed. Fur-
thermore, it may seem stuffy to take
the very academic point-of-view that
the concept of a pitchman, always one
step ahead of the cops, does not build
solid confidence in the product said
grifter is trying to sell.
And that, Mr. Anthony, is precisely
how I feel. I don't mind fun and color
"The industry has worked out the
NARTB television eode. But I don't
think anv eode in itself answers the
prohlem. Self-discipline in eaeh of the
networks, in the stations, and in the in-
dividuals — entertainers, writers, and
production staffs — is a requisite to
meeting the prohlem of bringing into
the American home only shows which
are in good taste."
JOSEPH H. McCONNELL
President, /VBC
used as an attraction-getter and atten-
tion-holder. Yet somewhere in the
story, there should be a change-of-pace
so that the sales ideas will pop out and
can be presented in the proper light.
By the same token I don't subscribe
to the humorously animated copy of
recent date used by Shell in which
this product's "activation" was de-
picted by the gas pump practically
tearing itself from the hands of the
attendant and taking off. I laughed
like all get-out and continued to buy
Calso.
So I'm sorry to see Sid Stone depart
the Texaco show, and I'm eager to see
by whom and how he is replaced. At
the same time I'm all agog, wondering
whether the new pitch is going to be
the straight fast ball this time or an-
other screwball. * * *
In Boston
14 JANUARY 1952
Proof of performance
"Thanks, KTBS, for a
splendid selling job!"
OVERAGE
*
UDIENCE
a KTBS
advertiser writes:
"Thanks, KTBS, for a splendid
selling job. Your station sold
at a cost-per-hundred orders
that rated 4th among 120
stations used in the U. S."
(copy of full letter furnished on request)
KTBS
10,000
WATTS— DAY
5,000 WATTS
NIGHT
eAulib!
710
KILOCYCLES
NBC
SHREVEPORT Na " Representative: Edward Petry & Co., Inc.
*>!*'>
Oy rn IN BUYING POWER
among Sales Management's
162 Metropolitan County Areas
I F you're planning a TV campaign to
cover the first 100 markets according
to Buying Power then over 234,000
Quad-Citians are equipped in the
pocket book to respond.
With a parentage in communications
over 100 years old, WHBF-TV is
equipped by heritage and resources to
be a leader in TV communication.
Mr. Tom K
vltai
The George
Hartm
m Co.
Chicago, 111
Dear Tom:
Effen hit's
a good
market yer lookin
fer, hitll pa
Y yuh
er keep th' home-
town uv WCHS
in mind! Yessir,
Tom, good ole
v3
yX^
Charleston. W est
lirginny. is one
uv th' reel brite
spots in th' court-
, try. Folks 'round
\ here is amakin'
W+ffi
Ma
1 an' aspendin-
money like a
house afire — an'
thet means biz-
^ON^
ness fer th' fell-
fWILC'l
ers whut lets
/G6T I
th' folks know
|y°u II
whut they're a-
ImoreH
sell in'! Now th
IthanH
1 AIL El
best way ter git
lT«eV
yer message a-
lOTWtRty
rrosl ter these
&OUJU
folks is b\ usiri
SJ>£
WCHS ! Hits
^power an cover-
'wE*&r
r^yjA
1 age gives yuh
™%zfr<'
more uv these
well-off lisseners
then nil lh'
ilher jour stations in town
put tergethe
r! Jest
member thet, Tom.
When yuh
wants
tei tenth lots UV
lull, i with
ter spend use
It t //>'
Yrs.
Algy
w c
H S
C ha r lesto
n, W. Va.
MEN, MONEY & MOTIVES
{Continued front page 6)
It is unlikely, bowever, that CBS can
count on the wonderful "publicity
breaks'" of 1936 and 1937. Gone for-
ever is the impressionable circle of
earlj eager radio critics. Likewise
Time magazine's pristine enthusiasm
For broadcast "experiment" bas faded
away. Il is impossible toda\ to imag-
ine hard-boiled Time writing, as in
1937, "in the hands of a master, a $10
receiving set can heroine a living thea-
tre, its loudspeaker a national pro-
scenium." Owen Davis. Jr.. of this lat-
ter-day TV WOrkshop nia\ or ma\ not
have the imposing "artistic manner"
that rested so splendidl) on >oung Irv-
ing Reis's shoulders. There may or
may not be a TV Norman Corwin just
around the present Workshop'- corner.
William N. Robson once flaunted tails.
top hat and opera cloak on a Columbia
Workshop honoring the British radio
director Val Gielgud. That sort of
thing might not go today.
The 1946 radio revival of the W ark-
shop ( under the producership of Rob-
ert J. Landry I ran into the latter-day
skepticism of the postwar period. (And
a system of publicity priorities which
the network rigidly followed in 1946,
ignored in 1936.) After one 1946
broadcast which seemed quite definite-
ly "artistic" and "experimental" the
comment of a CBS high official was
this: "Perhaps you were smart, not to
try to blow off their eyebrows."
Young Mr. Da\is mav run into that.
Blowing off people's eyebrows gets pro-
gressively tougher in terms of enter-
tainment. Moreover in radio, which
didn't have the factor of vision to wor-
ry about, it was appreciably easier to
present boxing kangaroos. African
tom-tom beaters direct from deepest
Harlem, a horde of Ghengis Khan
horsemen sweeping in from Asia, and
52nd Street bv night.
It is to be hoped that Mr. Davis will
keep a diary and leave better records
than did the early masters of the orig-
inal Workshop.
* * *
Meantime. \ou know one interested
fan of the new TV Workshop, don't
SPONSOR
FARM RADIO
(Continued from page 29)
der's survey, the comments at tin- KID
convention — and the result points in
one major direction. Farm radio, for
'52. is going to be a powerful, effective
wa\ to reach the farm dweller.
\- Farm Journal pointed out not
long ago, the nation's farmers earn
ahout 15'r of the nation's income.
Yet, the) spend — since their living
costs are less — so much that they con-
sume ahout 25' ! of the nation's con-
sumer goods and services.
\u\ advertiser — whether " farm
product" or "'consumer" — who spends
a large or small budget in farm pub-
lication- i- overlooking a real huv if
be passes up farm radio, the facts in-
dicate. The farm radio result stories
< ontained in this sponsor report (see
page 27 ) are primarily the experiences
of advertisers who were selling farm
products. But they illustrate a point.
The farm audience is reachable by
radio. Once reached, the farmer buys.
And. the buying is often out of pro-
portion to the numerical size of the
audience reached.
It boils down to this. There's a
largely-untapped market via the farm
listener for consumer products of all
tvpes. The methods of reaching this
audience — with service or entertain-
ment shows — offer a wide choice of
availabilities, often at attractive prices.
Since networks cannot, by their na-
tionwide nature, do a thorough job of
servicing the local farmer, farm radio
is basically spot radio. This explains,
in part, the lack of industrywide pro-
motion that farm radio has suffered.
But the advertiser who finds spot ra-
dio a useful tool will also find that the
farm radio segment can he equally, if
not more, important.
\\ itli the rising standard of li\ing
on U.S. farms, the electrification of
kitchens, and the increase in the
amount of leisure time the farmer has
on his hands, opportunities in faun ra-
dio are getting bigger.
I ntil the various projected farm ra-
dio studies are completed I such as
those upcoming at BAB), the nation's
advertiser will have to do some of his
own digging to learn the value of lann
radio. However, these researches, and
the use of farm radio, max well he a
rewarding experience. • * *
line needed
for constr
iction,
test
ml hiring o
executives
and t
dent
TV FREEZE
(Continued from page 34)
Q. What are some of the difficul-
ties standing in the way of stations
trying to get on the air rapidly?
A. Aside from the normal length)
hearings necessary when several ap-
plicants compete for a single channel
availability, the FCC has a manpower
shortage which mav act as a bottle-
neck. It has asked for 8600,000 in ad-
ditional funds in the next budget to
provide for more personnel to process
applications. The way the wind is
blowing in the capital, however, few
civilian agencies will get more funds.
Top government executives ma\ well
reason that the FCC needs no more
personnel because if it were to process
applications too fast there wouldn't be
enough material anyway for construc-
tion of many stations all at once.
In addition, you have to bear in
mind that getting any type of modern
broadcast operation on the air is no
roll-off-a-log proposition. It takes co-
ordination with state and national au-
thorities running from the count) zon-
ing bureau to the Civil Aeronautics
Authoritv. And that's not to mention
Q. How will the pinch on equip-
ment and materials affect station
construction?
A. If some procedural magic brought
a Hood of construction permits earl)
in 1952, there would not he enough
transmitters or tower steel available for
all. But the best guess of both FCC
and National Production Authority ex-
ecutives is that availability of material
and the grant of permits will keep pace.
Where stations are starting to build
from scratch (without existing radio
tower, say to use for the new TV trans-
mitter I materials allocation ma\ make
construction slow. S\s!em is to allo-
cate materials b) quarters (25 tons of
steel every three months I. which means
work cannot be completed until enough
time has passed to accumulate all of
the needed materials. This adds an-
other reason why few stations will get
on the air in 1952. One paradox is
that the I'HF channels, which will
probably be assigned first, will have
greatest difficult) getting on the air
during 1952. There will be few of the
only recently developed LHF trans-
mitters produced until the middle of
1953.
Q. Have some shrewd station op-
erators prepared themselves in ad-
vance for the freeze end by ware-
housing transmitters, other equip-
ment?
A. Yes. Wild rumors have it that
there are as many as 50 transmitters
stacked away by applicants. But it is
probable that fewer than two dozen
actually have transmitters in their pos-
session. Manx more, however, own
In Boston
14 JANUARY 1952
WATCH
OUR
SPACE
for
THE
PIONEER
equipment, ranging from cameras to
micro-wave relaj units. Of those ap-
plicants who have transmitters, few if
any are as well set up as Arthur
Church's KMBC; his TV station is vir-
tuallj read) to go on the air at a mo-
ment's notice.
It ma\ be that some of the fust new
stations telecasting in 1952 will he
those which already have major por-
tions of their equipment. But the fact
that a station is equipped won't get it
on the air if the FCC is still weighing
its application in competition with half
a dozen others. Only a combination
of other favorable factors will make
the fact that a station has equipment
pay off this year.
In addition to preparing equipment.
station operators have been buying
land for antenna sites, building new
studios for TV, and orienting them-
selves on TV bv visiting TV markets.
Q. What's the outlook for easing
of clearance in the present one-
station markets?
A. Logically, the 40 one-station mar-
kets, especially the major ones, will
have high priority in unfreezing chan-
nels. But progress will be slow. Pre-
cisely because the one-station markets
already have sets and an established
audience, they will probably attract
more applicants proportionately than
present non-TV markets where opera-
tors will have to wait longer for sets
and profits to build up. The bigger the
one-station market, the more applicants
it's likely to attract and hence the long-
er the delay before channels can be
assigned.
Here are some figures which help
indicate the outlook for one-station
markets
["op 15 one-sta- c mini.* * channels
lion markets b\ allocated bv ICC Applicants
sales rank* \H! I H! Total thus lar
Pittsburgh (8)
St. Louis (9)
Buffalo ilh
You'll note that in seven of the lo
markets above there are more appli-
cants now than there are channels. This
5,000 Watts Full Time
John H. Phipps, Owner
I L. Herschel Graves, Gen'l Mgr.
FLORIDA GROUP
Columbia
Broadcasting
System
National Representative
JOHN BLAIR AND COMPANY
Southeastern Representative
HARRY E. CUMMINGS
ask
joe Blair & Co.
about the
STATIONS
IN
RICHMOND
MOD-™
First Stations in Virginia
SPONSOR
is bul the beginning. B) the time
spring lias come, there nun be twice as
main applicants in some of these mar-
ket- and it's a sure bet all will go into
bearings.
In Kansas City, where KMBC has a
-tat ion read) to go. there are five ap-
plieants for three allocated channels,
four of them radio stations. It is pos-
sible, of course, that the final FCC al-
locations nun add channels to some of
these eities. easing the problem. But
from everything sponsor could gather,
the final allocation plan will not be al-
tered sufficiently to change the pattern.
Q. Is there a chance that educa-
tors will lose their reservations by
default and help ease the shortage
of channels?
A. Not immediately. The FCC will
probably set no time limit on applica-
tion for channels by educational inter-
ests. Local uplift groups can hide their
time before picking up channels while
commercial interests sweat for stations.
Continuance of Frieda Hennock on the
Commission, now that her judgeship
has been refused, means educators re-
tain a powerful watchdog for their in-
terests. A change in the administration
in 1952, however, would probably
bring Democrat Hemlock's resignation.
This might lead to a change in FCC
attitude toward educational channels
and setting of a deadline on reserva-
tions. Since only a handful of educa-
tional institutions have found sufficient
funds to make application thus far. it
can be assumed that this might cancel
out reservations in many areas and
provide commercial channels.
The importance of educational chan-
nels in the entire picture can be judged
by glancing again at the one-station
market figures which appear above.
All of these important market-, excepl
\ew Haven, have one educationally-
reserved channel. Lapsing of the res-
ervation would come as manna to ad-
vertisers seeking to clear these markets.
Q. How high will rates be for new
stations?
A. New stations in old TV areas will
probably come on at approximately the
prevailing rate in that market, depend-
ing upon their network affiliation. Sta-
tions which earn major programing of
NBC or CBS should be able to build
audience quickly and that's all that
counts in establishing a rate. Stations
which come in as independents, how-
ever, will have to charge less, as in the
case of WOR-TV and WPIX in New
York City.
In new TV areas, stations will prob-
ably set up rate cards resembling those
current in various TV markets during
1947. Stations will set an arbitrary
rate having no justification in terms
of sets in the market but which adver-
tisers will buy for its "impact" value.
This low rate will be increased as sets
come into the market. Complaints
about rate hikes current in recent years
will probably continue to be heard,
with advertisers wondering why, if it
is agreed that the first rates of a new-
station are based on miniscule circula-
tion, rates should jump as soon as
there are sets. Telecasters, on the other
hand, will be explaining the tremen-
dous costs involved in launching a TV
station, making high revenue essential.
Q. How quickly will sets flow into
frhe new TV markets?
A. For a look at how fast the set fig-
ures grew in TV markets from 1947
to the present, see the table on page 34.
It indicates a -low initial growth which
picks up speed gradually after 1017.
Growth will probably be much faster
from the beginning in the second round
of TV's expansion.
A survey by Scott Radio Labora-
tories in non-TV markets recently
-bowed that about 2', of respondents
already own TV sets, even though all
were 100 miles or more away from the
nearest TV station. Of the remainder,
59' ! said they planned to buy a set
when broadcasting began in their
areas. Another 329? are still undecid-
ed: 7' < won't bin. they said.
Of those who intend to bin. one-
third said they will get a TV set as
soon as broadcasting begins. Some
11' r more will buy within three to six
months and 26$ said only that they
would buy" "later."
The figures are based on 143 re-
sponses to a questionnaire mailed to
families at random in Denver. Tucson,
Fort Wayne, Tampa, and Portland,
Ore. This represents about a 20' < re-
turn on 750 questionnaires sent out.
It is by no means an exact index to
how fast sets will grow in these areas
since people have a notable lack of
ability to predict their own future ac-
tivity via questionnaires. But it does
add statistical evidence to what every-
one knows — that there's hunger for TV
everywhere. More than 87 r v of the
families responding had seen TV and
most were favorably impressed.
Q. Will there be enough sets to
go around during 1952?
A. Yes. Average industry estimate is
that 4,000.000 TV sets will be pro-
duced despite material shortages. This
should be enough to cover those few
new areas where TV can be expected
to arrive.
In Boston
14 JANUARY 1952
NO TV ANTENNA'S
HERE . . . Just
fflP/OOAtLY/
and WE SATURATE, too
KFSA
fvitfi»Ok\
KBRS
SpunpttUe
KHBO
Ok»uU$ee
SPOT THESE,
TOO!
Buy in a Package
. One Order — One
lilling.
Kepresenfecj by JOHN E. PEARSON CO.
Q. What's being done to stimulate
interest in television in the non-TV
markets?
A. Activities divide on two levels: bus-
iness and consumer. Applicants for
stations are already indoctrinating bus-
inessmen about the virtues of TV ad-
vertising and consumers about the vir-
tues of TV entertainment. Here are but
a few examples.
Radio station KLZ, Denver, one ol
the city's eight TV applicant-, recent!)
launched a series of "KLZ Television
Preparation Clinics" for business and
agenc) men. The clinics were insti-
tuted under the guidance of Hugh Ter-
rv . KLZ vice president and general
manager, and Clayton Brace, the sta-
tion's television research director, who
has been working fulltime on TV dur-
ing the past year.
First speaker in November was
Ceorge L. Moskovics, manager TV de-
development. KNXT, Hollywood; he
was followed in December by Edward
Codel, director of television. The Katz
Vgency, New York: featured speakers
in Januai) will be executives of the
Alexander Film Companj . Over 300
Denverites turn out for the clinics,
hungr) for knowledge about how to
use the new medium.
Another Denver station which has
pioneered in making the mountain cit\
probably the hottest TV town outside
the TV areas is Gene OTallon's KFEL.
also an applicant. The station tapped
the transcontinental TV hookup to
bring Denver its first large-scale tele-
casts during the last World Series. As
many as 100.000 Denverites say the
Series on 80 TV sets set up yh and
round the Brown Palace and Cosmo-
politan hotels. The game was also car-
ried on the screen of one of Denver's
movie theatres.
KFEL brought enthusiasm for TV
to a high pitch in Denver and gar-
nered enough press clippings to fill a
12-page folder. O'Fallon was praised
In columnists for his aggressive action
in getting Denver the Series.
In the Spokane area. Ed Craney.
owner of the XL stations, has been de-
veloping interest in television among
businessmen by conducting dosed-cir-
cuil showings of typical TV film com-
mercials and programs. Speakers at
radio executives clubs and Rotary
luncheons in this and other areas have
added to the educational work now in
Q. What are set manufacturers
doing to build buying interest in
TV in non-TV areas?
A. \ SPONSOR survev of leading man-
ufacturers indicated the following:
generally, most big TV manufacturers
have eyed the non-TV areas happily as
a vast new market, and have already
started the internal process of briefing
dealers in non-TV sections on how to
sell and service. However, few are do-
ing much more than that, feeling that
the lifting of the FCC ban will in am
event give them at least six months
to do promotional build-ups. Here's
some of the outstanding activitv that
is underway :
RCA — Largest set manufacturer and
licenser in the business, RCA has not
overlooked any promotional opportu-
nities in launching a new TV area in
the past, is not likely to pass up any
good bets in the future. RCA has al-
ready told distributors and potential
TV station operators that it is ready
to stage, on short notice, fancv I \
demonstrations. These involve as much
as $50,000 worth of closed-circuit
equipment, skilled personnel, and RCA
promotional backing. RCA's radio and
SPONSOR
space advertising have already begun
the job of selling RCA sets in non-TV
ana-, will increase rapidly along with
other media when the Freeze is off.
DuMont Since 1950, DuMont has
had a traveling mobile studio to give
closed-circuit demonstrations of Du-
Mont sets in non-video areas of the
Southand Southwest. Last year, this
firm started sending out travelling
troupes to play state fairs, exhibits,
etc., with the shows being scanned on
big-screen DuMont sets. Since DuMont
is not a radio or appliance name, deal-
ers have been invited and feted, to help
build a DuMont sales web when the
great day comes. Radio station men
are invited, with an eye to selling them
DuMont transmitters eventually.
Motorola — One of the industry's
"Big Four." Motorola is also one of
the most aggressive in promoting in
non-TV areas. Advertising Director
Ellis Redden told sponsor: "Motorola
is now advertising heavily in both na-
tional and rural publications, and when
non-TV areas get video, we will be
ready. Our 1952 TV line was recently
plugged on MBS with a one-shot. Some
Motorola dealers and distributors are
using local newspaper ads in non-TV
areas."
Emerson — All Emerson distributors
in major non-TV areas have samples
of Emerson TV sets to show to dealers.
Some selling is even being done to the
non-TV public in anticipation of vid-
eo's coming. Meanwhile, Emerson, like
most big manufacturers, is using na-
tional magazines to pave the way.
Others — Firms like Zenith, Westing-
house, Crosley, Philco, Admiral, and
General Electric usually allocate part
of their national advertising, in maga-
zines and radio, for TV selling. All
have briefed their non-TV-area dealers
in big sales meetings, are ready to
start major campaigns on short notice.
510 MADISON
{Continued from page 10)
what the advertiser pays for time to
merchandising his product."
WORZ, Orlando, Florida
"We will guarantee a minimum of
40 personal retailer calls per week
on any non-cancellable 13 week or-
der grossing $50 per week or bet-
ter."
WAVZ, New Haven, Conn.
This response is really no surprise
lo us; we have been associated for
over five years with the kind of broad-
casters that believe in "going an extra
mile" with their customers. The dif-
ference between our stations and their
competitors is their WILL TO WORK
— their acceptance of the principle that
it is good business to make sure the
advertising messages broadcast from
their transmitters produce results for
the firms that are paying the freight.
It is high time all broadcasters rec-
ognized the need to pay attention to
results in terms of product sales. Their
procrastination certainly is not due to
any lack of alerting on your part.
You've been telling them for years.
Bob Keller, President
Robert S. Keller, Inc.
Radio Sales Promotion
Only
One Station
gives you the
ssss-
in Mid-America
iMiG-HOWH
CLOTHING}
KCMO reaches 9.5% more radio
homes than any other Kansas
City station.* That's a big bo-
nus. It means you get the best
coverage of the e-x-p-a-n-d-
i-n-g Mid -America Market at
one low cost, using one station
and one rate card. Call or wire
KCMO collect for full details.
*A fact, proved by the continuing
Conlon "Study of Listening Hab- J^J
its" in Mid-America.
KCMO =
5 o o n O WATTC I ^^^
LANG WORTH
PI
■"'"MflflJM
Z 4 Reasons Why
50,000 WATTS
25 E. 31st • Kansas City, Mo.
\lor THE KATZ AGENCY
The foremost national and local ad-
vertisers use WEVD year after
year to reach the vast
Jewish Market
of Metropolitan New York
I. Top adult programming
2. Strong audience impact
3. Inherent listener loyalty
'. Potential buying power
Send for a copy of
WHO'S WHO ON WEVD"
HENRY GREENFIELD
14JANUARY 1952
SPONSOR
SPEAKS
Farm radio and the sponsor
There are said to he about 1.100 ra-
dio stations in the I .S. which regular-
K broadcast programs designed for
fanners. About one-third of these
maintain farm departments headed in
each case bj a farm director.
The remarkable impact that farm
programs and faun directors make on
their audiences must he seen to be ap-
preciated. ^ et onl) a relatively small
percentage of national advertisers are
really aware of the advertising oppor-
tunities that await them via farm radio.
For this oversight, radio has only it-
self to blame. In contrast to national,
regional, and statewide farm papers
like the Prairie Farmer, rami Journal.
\ebraska Farmer, Wallace's Farmer
which have promoted and sold their
space professionally, the farm radio
sales and promotion effort has been
sparse and spotty.
How sparse was revealed in a com-
parison of farm paper and farm radio
national advertising schedules under-
taken recently bj SPONSOR (see page
2"> i . The farm papers carried scores
of big campaigns by consumer and
farm equipment advertisers beamed
point-blank at farm markets; although
stations like WDAY, \\\\\ \. Will.
WLS, WHO. WLW, KRNT, WW I..
WOW and W (X'.O receive main a
schedule because of their huge rural
follow ings we could find few examples
of consumer campaigns specificallj de-
signed for the farm purchaser.
This situation may be remedied to
some extent during 1952. for the Inter-
national Association of Radio Farm
Directors heads its list of current ob-
jectives with the following: to give
consumer as well as farm industry ad-
vertisers an understanding of the un-
usual values of farm radio. Sam
Schneider, KVOO, Tulsa farm direc-
tor and newly elected president of the
IARFD, is convinced that such an un-
derstanding is long overdue. He hopes
to stimulate the BAB and station reps
into concerted action on behalf of ad-
vertising campaigns pinpointed at the
farm audience.
Probably the best way for an adver-
tiser or agency to check the efficacy of
farm market advertising, before start-
ing his campaign, is to look in on some
farm-type stations and talk to a few
farm directors.
You'll quickly note, via letters that
daily flood such stations, that a deep
sense of loyalty and appreciation per-
meates the rural listener. You'll de-
led a warm kinship with the listener's
favorite station and its personalities.
You'll hear the weather reports, nu-
merous market reports (livestock mar-
kets, vegetable markets, butter and egg
markets, grain markets, etc.), news re-
ports that guides the farmer in his
daily work. Watch the farm director
at his daily chores and you'll discover
he's the farmer's instructor, consultant
I without pay), information clearing
house, and friend. He's more than
welcome at dinner wherever he chooses
to stop. Since the farm radio is gen-
erally glued to one spot on the dial
personal appearances of a farm sta-
tion's talent are greeted with great
enthusiasm and genuine affection.
It has often been said that radio is
the farmer's best friend. Farm radio
may yet be many an unindoctrinated
advertiser's best friend, too. A coffee,
shoe, or automobile advertiser who
finds merit in farm papers has every
reason to become as specialized in his
approach to radio. Either service pro-
grams or entertainment programs, as
well as participations and other an-
nouncement types, are available on
hundreds of stations programing to
the fHrm. SPONSOR will gladly provide
additional information on farm results
and farm stations to interested readers.
Applause
When the freeze ends
Agencies and advertisers aren't wait-
ing for the freeze to end before plan-
ning theii oexl television moves. They
are carefully charting the non-TV mar-
kets, one-station markets, multiple sta-
tion markets in relation to their late-
'52 and '53 operations.
Almost before we had our feet wet
on the article that appears in this is-
sue (When the Freeze Lifts: a report
la sponsors, see pane 32) we received
a call from J. Walter Thompson. They
had caught wind of our project and
wanted to know whether proofs would
he available prior to publication date.
Said an alert J. Walter Thompson
timebuyer: "If you don't think there's
breathless interest in this subject
among big advertisers you're wrong
as hell."
While most observers doubt many
stations will be on the air in 1952,
progress may defy the pessimists. A
handful of confident applicants have
already bought and warehoused their
transmitter and studio equipment:
man) more have bought land for TV
transmitter sites and planned studio
facilities to accommodate the video
stations. In the face of this optimism
there are big question marks — notably
the availability of transmitting towers
in \ iew of steel priorities; the role of
I HI-TV and its effect on the existing
15,000,000 or more TV receivers.
From the advertiser's standpoint, the
big facts to remember are these: | I |
the FCC willing, there will be a "gold
rush" during late '52 to get stations
on the air, (2) the first stations to be
granted and go on the air probably
will be in such TV-less areas as Den-
ver, Portland, Des Moines, Spokane,
El Paso, Shreveport, and will give TV
more of a truly national character, (3)
TV set manufacturers and hopeful ap-
plicants are building a pent-up demand
for TV sets that should result in con-
verting present non-TV markets into
sponsorable TV markets earlier than
might be otherwise expected.
Many advertisers (some prompted
by their advertising agencies) are alert
to this impending revolution in TV
and preparing to turn it to their ad-
vantage.
84
SPONSOR
More national advertisers put thii
cash register to work in 1951 thai
any year since the
station opened
Let it ring foi
you in '52
WWD
WASHINGTON, D. C.
National Representatives: John Blair and Compai
^^ap^^l^^w^
Timebuyers we like,
and why— p. 25
Silver Star campaign adds to spot radio
SP J 0-4 9 12220
M I S S FRANCES St
NATIONAL BROADCAST IN."
50 ROCKEFELLER PLAZA
NEW YORK ?0 N V
SILVER STARS EARLY BIRD RADIO CAMPAIGN
'tffc
I ' 100 RADIO STATIONS
7SK£VCjr/£S
aOOOANNOUNCFMENTSl
Of£R 70 lQCAL?f?06RAM$
Vj PAWC/PATtQNS
J600.000MMET
//4 MtCANN'SPICtSQN
nuptm
$1 -fisors
Men,
& Mo
Mr. Sponsor:
William B.
Campbell
page 20
FAntell'sZany
Air Approach
, Sells
P«g« 28
Packagers
! Create Net
bplinger
First "To
day 1
Do AM Data
Need Seal
ot Approval?
Radio Promo-
tion Drives
STONEWALL JACKSON: strategist
Shenandoah Valley
WMBG WCOD
Havens & Martin Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
Represented nationally by John Blair & Company
As long as Stonewall Jackson is remembered stories will
be told of his amazing exploits. For example, how
he outfoxed and defeated 50,000 troops with
one-third that number in the Shenandoah Valley of
Virginia; how he saved Richmond from capture; how
he made a bonfire of General Pope's two mile
supply train that was seen all the way to Washington.
Stonewall Jackson, Virginian and strategist, would
have enjoyed the opportunity of capturing whole
populations of Virginia in another way.
Havens & Martin Stations, First Stations of Virginia,
command a hold on viewers and listeners of the Dominion
State that is readily capturable by you, Mr. National
Advertiser. John Blair & Company will tell you how.
WTVR
TV
FIRST STATIONS OF VIRGINIA
Spot radio
booms during
January
Auto campaigns
equal previous
year's intensity
NBC completes
hiring of 12
merchandising
men
Commercial more
important than
rating: Starch
Spot radio
success led
Kiplinger to
try "Today"
More city-wide
radio efforts
Spot radio billings jumped during January with some reps reporting to-
tals for first month '52 might go higher than for 3 preceding months
in '51. Heavy s e asonal spending by automotives was one factor. Among
other factors, some reps believe, may be gradual shift of money from
TV . One of big spot campaigns underway is American Safety Razor
Corp.'s 75-market buy of early-morning news and participations for its
Silver Star blades (see cover picture). Razor firm may also buy 12
Red Skelton programs from CBS .
-SR-
Announcement campaigns for automotives broke this month with intensity
equalling past 2 or 5 years . Probably heaviest of all, Ford campaign
has frequency as high as 6 announce m ent s daily (via J. Walter Thomp-
son) ; is scheduled to break 28 January, 4 days before unveiling of new
models. Rush of automotives business, including Buick, Pontiac, Mer-
cury, Oldsmobile, Dodge, and Cadillac, brought reports from some reps
that SRO s ign was up for nighttime an nouncements during January.
-SR-
Sooner than expected, NBC has compl st ed h i ring of 12 field men for its
new merchandising department. Net's $500,000 merchandising plan cen-
ters around field men who will act as regional coordinators and spark-
plugs of efforts at stations; they will go into action by 15 February.
-SR-
S elling effect iv eness of TV comm e rcial s is usually more important than
program ratings in producing sales, recent study by Daniel Starch in-
dicates. To show role of commercial, Starch cites results from 2 net
programs with similar ratings. One is producing 41 new people who
would buy product out of every 1,000 viewers; other produces only 19
out of 1,000. Commercials are directly responsible, analysis showed.
Starch conducts studies of commercials for 35 major clients, has found
that those which sell best st ick to basic sales principles.
-SR-
First sponsor to use NBC-TV's early-morning "Today," Kiplinger Wash-
ington Agency, had first big air success on s pot ra d io . Having found
that early morning on radio paid off in pulling requests for sample
copies of Kiplinger magazine, "Changing Times," firm thought "Today"
was logical nex t step . Tofal response to one 60-second announcement
on "Today" show was 16,000-plus five days later (see story page 28).
In one week on WOR, New York, last August, Kiplinger got 16,972 re -
turn s , at 7c each . TV cost per inquiry, estimated by SPONSOR for
first week on "Today," is 7c a s wel l. Thus single radio station is on
par with 30-station TV net extending to 27 states. Kiplinger agency
is Albert Frank - Guenther Law. ("To day" ma il pull h it 20,000-plus
after 7 days. )
-SR-
You can expect more city-wide effo rts like recently announced plan of
Cleveland AM stations to cooperate in research study of all media in
their city. Cooperative spirit is on ris e within radio ranks , follow-
ing example of radio promotion campaigns in Detroit, Tulsa, Rochester
(see page 37).' BAB "Radio United" plan due soon, will add impetus.
REPORT TO SPONSORS for 28 January 1952
Listener sends
Cedric Adams
$10,000 to invest
SPONSOR finds
packagers build
most TV shows
Bakers drop
magazines to
go into net AM
Court can't act
soon enough to
bar '52 NCAA
TV curtailment
Storecast billings
up; cost-per-M
below $1.00
TV Digest issues
Factbook No. 14
WCCO's Cedric Adams recently got ons of most dramatic responses to air
advertising on record when S. Dakota executive sent him $10,000 check
to invest in Twin City Federal Savings and Loan Association, 3-time
weekly Adams news sponsor. Minneapolis-St. Paul bank is long-time air
user, spending $100,000 annually on radio. It reports over half peo -
ple opening new accounts state Cedric Adams brought them in . In 1950,
deposits increased $10 million or 14%; up 16 million or 20% in 1951.
-SR-
Belief widespread in industry that nets now build majority of TV pro-
grams is due to be shattered following SPONSOR study reported on in
this issue (page 30). Actually, independent packagers are still ahead
in number of programs created, with 55% of total to networks' 25.3%.
-SR-
Money which went into plush four-color magazine ads for baking indus-
try last year has been switched to network radio for '52 . The Bakers
of America Program (industry's promotion arm) will spend $500,000 for
"Hollywood Star Playhouse" on 183 NBC radio stations starting 24 Feb-
ruary (5:00 to 5:30 p.m. Sunday). John F. Hunt, Foote, Cone & Belding
v.p. and Arthur, Schultz account executive, said choice was made be-
cause radio, despite TV, still is growing in every section of U.S.
Walter H. Hopkins, director of Bakers of America Program, said radio
presented tremendous opportunity for local tie-ins by bakers . One-
shots on radio last year helped develop interest of bakers in air.
-SR-
Slowness of court s in settling issues like Justice Dept. case against
National Football League assures that NCAA will go through with its
recently announced plan to curtail college football telecasts again in
1952. NFL case may take 2 years for settlement . Meanwhile, NCAA can
limit sports telecasts as it pleases. NCAA bases determination to
continue limit on sportscasts on (1) fear that attendan ce is hurt by
TV; and (2) on desire to spread TV money among many schools instead of
having 2 or 3 leaders cop all as would be case if TV were uncontrolled
(with same top teams carried every week). NFL, meanwhile, has voted
to continue its AM-TV restrictions this year, despite Justice Dept.
suit.
-SR-
Storecast Corporation reports 1951 billings up 15% over 1950. Cur-
rently plugging 250 food, grocery, and drug products, clients include
General Foods, Swift, Beechnut, Armour, Schaefer beer. Richard Mal-
kin, firm's v.p. in charge of programs and promotion, told SPONSOR
cost-per-1,000 for Storecast advertisers in all markets runs below
$1.00 , based on store audience for firm's FM shows and not counting
lis teners at home .
-SR-
"Telev ision Dig est" has just publis h ed its "TV Factbook No. 14 ," com-
pilation including digests of rate cards ; personnel and facilities
data for all TV stations ; tabulation of 479 applications for new TV
stations now pending before FCC (29 of t hem UH F) ; TV-radio production
figures, sets-in-use estimates plus market data on TV areas; full text
of Code of Television Practices ; lists of television program sources.
(Please turn to page 57)
SPONSOR
No. 31 OF A SERIES
*
1 c the Boston
B^ C °T k L°3 seasons play^
Nationals m 15 s
ending in .^L p G ints^48
son, scored 59* P 46 in
rnregular-as-jW;.^
Stanley p ayo* d that
the deeded l.«« ^ sta .
eoce f«,^ H todership h*
BILL COWLEY
In Hockey
WHEC
In Rochester Radio
10NG V** mm
RECORD fOK
IN ROCHESTER 432 weekly quarter hour periods are
Pulse surveyed and rated. Here's the latest score,"
STATION
B
STATION
c
STATION
D
STATION
E
STATION
F
.136..
...38.
...4..
....0..
...11
. 15..
... 2..
...0..
...0..
...
Station on
FIRSTS 226.,
TIES 17..
WHEC carries ALL of the "top ten" daytime shows!
WHEC carries the top seven evening shows
and is tied for ninth and tenth places!
PULSE REPORT— SEPTEMBER-OCTOBER, 1951
LATEST BEFORE CLOSING TIME
BUY WHERE THEY'RE LISTENING:-
WHEC
NEW YORK
5,000 WATTS
• EVERETT-McKINNEY, Inc.
., LEE F. O'CONNELL CO., Los Angeles, Sc
28 JANUARY 1952
DIGEST FOR 28 JANUARY 1952
VOLUME 6 NUMBER 2
Tlmebuyers I like ttttd why
Iniell's S10.000.000 hair spiel
Sfore-demonstrator technique on radio and TV has built demand for firn
hair products; AM, TV get 90% of $2,000,000 ad budget
Paekuyers (not nets) lead In TV show building
Gloomy forecasts that TV would prove end of road for indie package pro-
r have gone awry. The^
net TV sponsored shov
((in « .siibiirbcftt station huek the bly boys?
Spot radio success brlnys Klpllnyer Into TV
Does radio researeh need '"seal of approval?''
"Wherever you yo . . . there's radio!"
Cities Servlee*s 25 years on the air
Reps I like ami why
How B.WI helps boost sponsors
30
34
DEPARTMENTS
MEN, MONEY & MOTIVES
510 MADISON
P. S.
NEW AND RENEW
MR. SPONSOR: W. B. CAMPBELL
TV RESULTS
MR. SPONSOR ASKS
RADIO COMMERCIALS
ROUNDUP
AGENCY PROFILE: BILL LEWIS
WHAT'S NEW IN RESEARCH?
SPONSOR SPEAKS
COVER: American Safety Razor's $600,000
"Early Bird" campaign for Silver Star blades
contributed to spot radio surge in January
Isee Report to Sponsors, page one, this issue).
Shown discussinq present and upcon
are mSR Advertising Manager Char
Solomon and McCann-Erickson's George I
ing plai
Editor & Pre
: Not
i R. Glei
Secretary-Treasurer: Elaine Couper Glenn
Executive Editor: Ben Bodec
Managing Editor: Miles David
Senior Editor: Charles Sinclair
Department Editor: Fred Birnbaum
Ass't Editors: Lila Lederman, Richard /
Art Director:
Photographer
Si Fra
Jean Raeburn
Vice-President -Advertising: Norman Knight
Advertising Department: Edwin D. Cooper
(Western Manager), George Weiss (Trav-
eling Representative, Chicago Office), John
A. Kovchok (Production Manager), Cynthia
Soley, John McCormack
Vice-President- Business Mgr.: Bernard Piatt
Circulation Department: Evelyn Satz (Sub-
lanager), Emily Cutillo, Joseph-
. VilUr
Reader
i P. Davi
jtary
to Pu
>lisher
Auq
usta She
arman
.e M
anager
Oliv
She
ban
shed b
weekly b
i spoh
SOU I
UBLICAT
ONS INC..
1. TV.
Eiecml
,■ K.I
■ York 22.
•I'rl
ll'rrav
inn s
2772 I'M
:,«,, nil-,
hi. IH
■IVIn
nine: SOP
rlnr 7 »S«S.
Offlce: 6087 Sunset It
Him-
Hillside
NHS'.I
I'.llil
ng Offlee-
ll.llll
mre 11
Md.
■Slll.S.I
.lions: r
There's no ill-wind in Texas
Like Amarillo,
it's big
and healthy
You may have heard about a Pan-
handle wind-gauge — a concrete block
at the end of a ten-foot chain anchored
I to the top of a ten-foot iron pole. If
the chain and block are blown parallel
) the ground, it's too windy to work.
There isn't much need for paint-
removers hereabouts, either. Folks
just put the woodwork outdoors,
fasten it down, and let the wind blow
the paint off.
Citizens of Amarillo, in common
with most other Texans, have a fond-
ness for tall tales. Actually, the big-
gest wind on our records was a 75-
mile-an-hour gale. Cotton John,
KGNC's farm editor, says it disrobed
a young lady crossing Polk Street at
Sixth (our Broadway and 42nd). She
was spared embarrassment, though,
because the same wind blew sand in
men's eyes, opened a store door, and
sailed her right up to the dry-goods
department, where it wrapped her in
a piece of calico. Cotton John's got a
piece of sand to prove it.
Cotton John also has a passel of
surveys which prove he and KGNC
have a loyal following of farmers and
ranchers. Because he was born and
raised on a Texas farm and knows
about 80% of the farmers in the Pan-
handle by name, he is personally
familiar with their problems. His
early morning and early afternoon
farm, weather, and market broadcasts
provide information for farmers and
ranchers throughout Amarillo's trad-
ing area. The programs typify the
way KGNC serves its wealthy agri-
cultural and industrial market. As the
head of Amarillo's Atlas Welding &
Metal Works puts it, "We know what
wonderful service you are giving us,
as people from as far as 300 miles
away are stopping to tell us they have
heard Cotton John. And they usually
buy something."
The market is well worth the atten-
tion of an advertiser interested in
business, well covered day and night
by KGNC's 10,000 watts of power.
For further information, please check
with our national reps.
Amarillo
NBC AFFILIATE
710 KC • 10,000 Watts
Represented Nationally
by the O. L. Taylor Company
28 JANUARY 1952
' — ^
Your Lowest
cost-per-1,000
• ••in the
$3-BILLION
OAKLAND-
SAN FRANCISCO
BAY MARKET!
ney to success in the
San Francisco Bay Area
lies in COVERAGE of the
huge PLUS market com-
prising $1,600,000,000
annual retail sales in
Oakland and the East
Bay!
R
O
^m ^m stater
^M ^B down
W W for th
KROW
Radio Center Bldg.
19th & Broadway • Oakland, Calif.
Serving the Entire Oakland-San Francisco Bay Area
li ecords prove that day-
in day-out, KROW pro-
vides the lowest Cost-
per-Thousand listeners
of ANY station in this
market!*
(•PULSE: Sept. Oct. 1951)
Uver 145 local, region-
al and national advertis-
ers regularly use KROW
to reach Oakland's
1,144,000 market... and
San Francisco's 1,096,-
000 market!
Why not make us
show you the facts and
figures that prove these
statements true? It's all
down in black and white
for the asking!
I«,i§«j
nl iititt
by
Robert J. Landry
Warm the samovar, and we'll all have tea
In this presidential year of 1952. with the United States of Amer-
ica openly locked in survival struggle with the Union of Soviet So-
cialist Republics, all the way from Korea to Berlin, and liable to
sudden attack at any point and at any time, it is still the law of this
amazing land of ours that the American Communist Part is entitled
to "equal opportunity" of access to the air. Needless to say, here's
a pretty fix. Not that broadcasters or advertisers are go : ng to worry
too much. First off, the Commies are broke, or near broke. They
are barely able to keep their favorite reading matter, the Daily
Worker afloat. (It's down to 13,000 daily, 40,000 Sunday.) The
Party is not likely to file many applications for either radio or TV
time, probably will put up no candidates of own, nor have a con-
venient Henry Wallace to cluster round. Still the irony of Commu-
nist Party equality remains, and the law of the land can be invoked
at campaign time.
* * *
Just what the networks, or local stations will do, or should do, if
confronted by Commie bids for time, especially if the Commies come
mysteriously supplied with a mitt-full of cash, is a problem that will
no doubt be getting attention quite soon.
* * *
The doctrine of all-political-parties-are-equal-in-right-of-access-to-
the-air was promulgated in 1936 at which time the Hearst, and some
other, radio stations were knuckle-rapped by the FCC for at first re-
fusing to sell time to Bolsheviki. In 1940, Communists were fairly
common as paid political speakers, their "line" at that moment being
indistinguishable from the native America Firsters. Then, in 1944,
we were Allies against the Hun. and ideological differences were held
in abeyance. Come 1948 and the era of brotherly good feeling was
definitely over and the present all-out animosity was shaping up.
Today, it's mighty trying for millions of Americans to cherish ab-
stract ideals of free speech in the face of a consuming irritation. Of
such is the frame of reality in the upcoming campaign of 1952.
* * *
It is now 20 years since the Federal Administration became a
possession of the Democratic Party. Most of the "theory" which
now governs free speech on the air was formulated during Demo-
cratic tenure, but largely in agreement with the G.O.P. On the
whole, both parties have been satisfied. A kind of rough justice has
generally prevailed. True, minority parties, "the kind that get their
returns by mail" (to quote Socialist Norman Thomas), have never
had funds adequate for anything more than "token" airings. But
they probably had more broadcast time than their total vote ever
justified, by statistical apportionment. The Socialists, in politics,
got a better break on the air than, say, the Unitarians in religion.
{Please turn to page 68)
SPONSOR
BULLETIN TO ADVERTISERS
WDAF, pioneer radio station of The Kansas City Star Company,
is proud to present to national spot advertisers
and advertising agencies the
HENRY I. CHRISTAL COMPANY
as its exclusive representative in national spot radio advertising.
"Hank" Christal is a pioneer in his own right and needs
no introduction to the advertising fraternity.
WDAF salutes Mr. Christal and his associates,
and welcomes this fine representation,
knowing it will reflect to the benefit
of station, advertiser and agency.
Ucei of
of the K^krislal L^ompanu:
300 Pari JU, %«, tyJ, City 333 U Wickiaan jL,„ Ckcaao
KANSAS CITY
5000 WATTS— FULL TIME— 610 KILOCYCLES— BASIC N.B.C.
28 JANUARY 1952
<h^f
TV Contest Pays Off with
54,621 Entries from
81 Towns and Cities in
Four Midwestern States!
"Guess the scores of ten college
football games each week for ten
weeks. Win two all-expense-paid
trips to the Sugar Bowl game and
one of three extra prizes each
week!"
That's the 10:15-10:30 Tuesday
night contest on KMTV that drew
54,621 entries from 81 towns and
cities in just ten weeks. The show
was produced by Video Enterprises
Omaha.
HERE'S WHAT SPONSORS SAID:
highest expectati
contest far exceeded our
jns". . . FRED BEKINS—
STORACE CO., OMAHA.
JIM CROVE— CROVE CO.,
Kimv
TELEVISION CENTER
Omaha 2, Nebraska
. i/ n ow More?
V^nt to Know
. L .. contest 3"u
1* Vh, con-st -VrV U ule.
V Jets about KWTV* 300(
Learn the tacts^ M „, f Jhan.l ^
us c° n ' "./MTV's nags.
I, about fcWJ» B ' 113,000
1 "«. M°' c ,' h o a u n rl Valley
TV a ,We C < ciA KMTV or Y
nat'l ' c P r
,kC natl V
MAY BROADCASTING CO.
talis an
CORRECTION, PLEASE
In the 19 November New & Renew
section under National Broadcast Sales
I v utives, my new affiliation was list-
ed as WOKE, Oak Ridge, Tenn. This
was a ts pographical error. While a
stockholder in WOKE, I now live in
Washington and represent the Gates
Radio Company in that city. My ad-
dress: Warner Building, 13th and E
Streets, N. W., Washington 4, D. C.
O. J. McReynolds
Gates Radio Co.
Washington, D. C.
SPONSOR HAS BACKBONE
Mv opinion of sponsor, which has
always been high, has ascended by
leaps and bounds in the last few
months. In addition to the fact that
the magazine is extremely well pro-
duced, what really gives me a thrill is
the fact that it is one of the few trade
papers I know which is showing real
editorial backbone.
I was interested in reading on page
2 of the 17 December 1951 issue of
the "Ernest Dichter Studv on Relation-
ship Between TV and Movies." We
would greatly appreciate receiving two
copies of this study if they are avail-
able.
Albert A. Shea
Communications Research
Toronto, Canada
THOSE CIGARETTE CLAIMS
I most certainly enjoyed reading the
cigarette claims story in sponsor's 17
December issue, page 71. I appreciate
your reference to my talk before the
advertising "roup.
Incidentally, this case study tech-
nique you arc using is extremely ser-
viceable in getting at the roots of the
problem. I congratulate you on it.
Ralph W. Hardy
Dir. of Govt. Relations
NARTB, Washington, /). C.
RADIO BASICS IN DEMAND
Would it be possible to obtain 300
more copies of your reprint "Radio
Basics?" Many thanks.
Julius Glass, Prom. Mgr.
WGAR, Cleveland, Ohio
FARM RADIO
I have read with great interest in
the 14 January issue of SPONSOR the
article "Why don't advertisers use
more farm radio?" In this article you
cover the activities of many stations
but the absence of KXOK is most no-
ticeable. Our Town and Country pro-
gram, 5:30 a.m. to 8:00 a.m., Monday
through Saturday, features the famous
Charley Stookey. I feel I can say with
little fear of contradiction that Charley
Stookey is an important part of the
everyday life of farmers throughout
the great area we serve. It is a matter
of record that the Town and Country
program has a waiting list of adver-
tisers. The renewal rate of accounts
on Town and Country is testimonial to
the effectiveness of this KXOK feature.
I don't know how we were over-
looked in an article on farm broadcast-
ing, but I feel that no news feature on
the subject can be complete without
reference to KXOK and Charley
Stookey.
C. L. (Chet) Thomas
General Manager
KXOK, St. Louis, Mo.
PERIPATETIC AD MAN
I've just seen the 31 December issue
of sponsor, which included a "Mr.
Sponsor" article about our client, Mr.
Henry E. Picard. of the San Francisco
Brewing Corporation. Would it be pos-
sible for you to send us reprints of this
article, with sponsor legend on the
bottom, for distribution to our distrib-
utors? If so, I would appreciate your
advising us of the cost for 1,000, 2,000,
3,000 and 5,000 reprints.
Incidentally, you asked in a recent
letter whether I was the same Resor
formerly with McCann-Erickson in
New York. I am— left there in 1950
and headed West.
James C. Resor
Oakland, California
Emil Reinhardt, Advertising
• This Liter la reprinted so that Ilm'a manv
Mendi i.. New 'Wk ..ill k..,»« »l„r, I..'- I.....1..I.
PUBLIC UTILITIES ON THE AIR
In furtherance of "Public utilities on
the air" (sponsor 19 November and 3
December 1951) we think you will find
the following twist of interest.
KNUJ recently sold a 52-week spon-
sorship of the new Ziv "Bright Star"
{Please turn to page 81)
SPONSOR
Daytime audience 14.5% bigger
Evening audience 18*5% bigger
...and current network rates are
LOWER than they were in 1949!
•P Pacific Nielsen Ratings, Full network average
audience, Monday thru Friday, January thru
September 1949 vs. January thru Sept. 1951
DON LEE GIVES COMPLETE,
CONSISTENT LOCAL COVERAGE OF THE
PACIFIC COAST AT LOWEST COST
PER SALES IMPRESSION OF ANY
OTHER SALES MEDIA
A big statement... true, and it takes a big network to ac-
complish it. Don Lee (and only Don Lee) has 45 stations in
45 important Pacific Coast markets. Don Lee consistently sells
your customers from their own local network station in their
own local market. You can buy Don Lee according to your
distribution pattern. There's no waste. That's real flexibility
and real value and only Don Lee can offer it.
Don Lee consistently carries more Pacific Coast regional
business than any other network. The advertisers who know
the Pacific Coast best also know the best Pacific Coast ad-
vertising buy -DON LEE.
Represented Nationally by John Blair & Company
The Nation s Greatest
Regional Network
1313 North Vine Street
Hollywood 28, California
IVett? devel opment s o n SPONSOR stories
Subject:
"Does controversy make sales?"
31 December 1951, p. 34
Local and regional advertisers find
they can build sales with controversy-
stirring commentators
Martin Agronsky, Drew Pearson, Elmer Davis, other top-flight
nous men number among their listenership stout defenders and
equally antagonistic people. But, as to how effectively they sell for
their hundreds of sponsors, there's no disagreement.
MBS figures on co-op shows as of 31 December as an indication
show local and regional sponsorship up 37% in volume with 1,345
program sales by affiliates. This, in comparison with 987 for 1950.
Included in the 1,345 sales are five MGM shows (Crime Does Not
Pay; The Hardy Family; The Story of Dr. Kildare; The Gracie
Fields Show; MGM Theatre of the Air).
Leaders in the nets co-op retinue are Fulton Lewis, Jr., on an all-
time peak of 379 stations; Cedric Foster on 197 stations; Robert
Hurleigh on 112; Cecil Brown, 97.
1952, p. 32
See:
"After
advert
Issue:
14 Ja,
Subject: TV station applicants are ready to go
as soon as the freeze lifts
The Travelers Broadcasting Service Corporation (WTIC, Hart-
ford) hasn't received a license to construct or operate a TV station.
In fact, they're only one of several applicants for such facilities. But,
when the freeze lifts, they'll be ready.
A shipment of TV equipment — cameras, monitors, lighting equip-
ment, and amplifiers — is in Hartford. Paul W. Morency, WTIC vice
president-general manager, explains Travelers' foresight: "The equip-
ment is to be used for training of personnel so that when TV finally
comes to Hartford experienced people will be ready to handle it."
Morency added that receipt of equipment doesn't mean TV has
moved appreciably nearer Hartford. "A local station," opines Mor-
ency, "still appears to be from 18 months to two years away. But it
might be possible for WTIC to be on the air within six to eight
months of receipt of permission to 'go ahead' from the FCC."
See: "Point-of-sale is the pay-off"
Issue: 23 April 1951, p. 25
Subject: Retail store follow-through converts
advertising into sales
Thirty-one Lucky supermarket stores in San Francisco's Bay area
are hitting hard with a point-of-sale push via Musicast (through
KDFC-FM, Sausalito), a service similar to Storecasting used by
Eastern supermarkets.
KDFC-FM completed installation in the Lucky stores, and some
265,000 customers weekly hear a continuous music program inter-
spersed with 30-second announcements every 10 minutes.
A DuPont Company survey on supermarket shopping habits re-
veals proof of in-store announcement effectiveness. Their reports
show: (1) 38.2% of the total number of market sales were strictly
impulse purchases. (2) Even where the customer had entered a store
to purchase a category of product — canned soup, for example — the
brand actually purchased was determined in 66$ of the sales by
impulse.
MOBILE
METROPOLITAN
POPULATION
230,400
RETAIL SALES
$174,670,000
□33
WKRG
POPULATION
PRIMARY
COVERAGE
1,326,550
I«MM
MOBILE, ALABAMA
28 JANUARY 1952
SELL THE HEART OF MAR!
OVER WFBR BALTIMORE, MARYLAND
What belter keynote to a radio station's successful selling operation
than smart local programming? This — plus unusually aggressive audi-
ence promotion and dealer merchandising — goes far to explain the
results advertisers chalk, up over WFBR. Maryland's pioneer station
and foremost award winner for showmanship, WFBR can point to an
amazingly loyal roster of listeners in the nation's twelfth market— and
beyond into a trading area that accounts for 85' c of the State's retail sales.
Shows like "Club 1300" (sole vehicle for many a happy advertiser) . . .
"Morning in Maryland", top morning program in the Baltimore area . . .
"Every Woman's Hour", the #1 woman's program . . . "Nelson Baker
Show", "The Happy Hour", "Melody Ballroom", "Shoppin' Fun" . . .
are only a few of the highly listenable, strongly station-merchandised
programs that are daily winging sales upward for sponsors.
John Blair & Company, for ten years exclusive representatives of WFBR,
has seen what this kind of local action, backed by ABC affiliation and
important coverage on 5000 watts, 1300 kilocycles, can do for the
advertiser who wants to get down to business . . . reasonably, and fast!
Call your John Blair man today!
RALPH PHILLIPS and BILL LE FE|
mix chatter and popular mii-ic for a live*
ROBERTS. MASLIN, JR.
Secretary and Advertising-Promoti
Director of WFBR.
JOHN BLAIR &.COMPI „
specializes in radio
resentation exclusr
Since we are entirel
moved from any othe
eration or function
are able to give the
tions we represent
full time and our fu
forts ... as specialis'
selling via spot ra i
AND THE JOHN BLAIR WAY
OST SALES-MINDED RADIO STATION
no
WHEREVER YOU GO
'HERE'S RAD JO
Urn,..,,,,. 1mm- ina.Ie
"CLUB 1300", a li\ .- au.licri.-.- variet\ program featuring 22 entertainers, is the hinged show and I lie.
biggest draw in town. A single announcement that tickets were available brought 121,01)0 re,p.e>ts.
DON HAM I LTON and
HELEN BROOKS, m, In. t
■T.\erv Woman's Hour",
timore's number one
lan's program. This par-
ating show has been on
air thirteen years, is a
JOHN
BLAIR - -
t COMPANY -—■
REPRESENTING LEADING RADIO STATIONS
PHIL an. 1 JIM CRIST'S "Mot
We took the g uesswork out of WJMO's sales effectiveness! We
compared the results of WJMO produced customers with those
produced by Cleveland's three dail y newspapers.
Lost iii the maze of research mumbo-jumbo with
which radio has been burdened during the past
few years, we reverted to the old-fashioned idea
that a client is mainly interested in how many
sales his advertising creates per dollar spent.
Therefore, we went to the advertiser's place of
DOLLAR FOR DOLLAR WJMO
OUTPRODUCED ALL THREE
CLEVELAND DAILY
NEWSPAPERS COMBINED!
business (automobile agency) and interviewed
every customer who entered his establishment for
two weeks. No share of audience, no comparative
ratings, no colored marbles, no 'if come' phrases
and no ressarch double talk. We just counted
the customers and . . .
WANT MORE DETAILS?
Call ADAM J. YOUNG Jr., Inc.
OR
WJMO
CLEVELAND,
OHIO
New and renew
SMI
28 JANUARY 1952
New on Television Networks
NO. OF NET STATIONS
PROGRAM, time, start, duratior
icn.i Tobacco Co
BBDO
ABC-TV
1-Mycr- Co
tc-Palmolive-Pcet Co
Doherty- Clifford &
Shc.if.cld
CBS-TV
NBC-TV
al Foods Corp
Young & Rubicam
CBS-TV
Brothers Co
N. W. Aver
ABC-TV
Brothers Co
Ruthrauff & Ryan
CBS-TV
Inc
Masland & Sons
Leo Burnett
Anderson & Cairns
ABC-TV
ABC-TV
s-Corning Fiberglas
Fuller A Smith & Ross
CBS-TV
hold Chemicals Inc
ly.Yan Camp Inc
McManus, John &
Adams
Calkins & Holden, Car.
lock. McClinton &
ABC-TV
CBS-TV
Met the Champ i Th 9:30-10 pm
wks
Break the Bank: Sun 9:30-IO pm
wks
The Big Payoff: M. W. F, 3-3 ! 30
32 wks
Bert Parks Show: W. I 3:3(1-1 pm
wks
Frances Langford-Uon Ameche Sh<
12-12:13 pm; 3 Feb; 52 wks
Arthur Godfrey Morning Show. M.
am; 7 Jan- 52 wks
Super Circus; Sun 3:30-6 pm : 3
Tales of Tomorrow; alt F 9:30-10
24 wks
Garry Moore Show; T 1:15-2 pm
Th 10:15-30
. Town M cling;
2. Renewed on Television Networks
NO. OF NET STATIONS
;, start, duration
Ted Bate
J. Waltei
Henri, E
McDor
Reynolds Metals Co
R. J. Reynolds Tobac
ABC-TV
42
Super Circus; alt Sun 5-5:30 pm ; 1
NBC-TV
NBC-TV
ABC-TV
48
48
47
Howdy Doody; T 5:45-6 pm; 1 Jan
Ford Festival; Th 9:30-10 pm; 3 J
Super Circus; alt Sun 5-5:30 pm;
NBC-TV
29
Hawkins Falls; M, W, F 5-5:15 pm
CBS-TV
36
Garry Moore Show; Th 2:15-30 pn
NBC-TV
45
Meet the Press; Sun 1-4:30 pn. ; 6 J
NBC-TV
NBC-TV
39
Kate Smith Evening Hour; W 8-8
Jan; 13 wks
Camel News Caravan; M-F 7:45-8 p
3. Station Representation Changes
AFFILIATION
NEW NATIONAL REPRESENTATIVE
KANA. Anac
KGVO. Miss,
KJBS. San F
WCOS, Colum
WDAF, Kansa
WEAN, Pro
Indepen
CBS
Indepen
Indepen
Indepen
; & Per
leed Co, NY.
irter. Boston
nly)
leed Co, N.Y.
(New England
WHAS, Loui-iillc, K«
WNAC, Boston
TONS, Hartford, Cor
tal Co, N.Y. (eff 22 Mar)
atives, N.Y.
atives, N.Y.
4. New and Renewed Spot Television
NET OR STATION
Colgate-Palm
Colgate-Palm
CoUate-Palm
.live-Peet Co She,
.an & Mar
nan & Mar
i. an & Mar
WCBS-TV, N.Y.
WAFM-TV, Birm.
WBTV, Charlotte
WCBS-TV. N.Y.
WCAU-TV, Phila.
i break; 3 Jan; 52 v
• In next issue: New and Renewed on Networks, New National Spot Radio Business, National
Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments
C. Du Bois (5)
C. R. Giegerich (5)
Marvin L. Grant (5)
J. Allan Hovey (5)
Weston Hill (5)
I\ew and renew 28 January 1952
4. \ew and Renewed Spot Television (continued)
SPONSOR
AGENCY
NET OR STATION
PROGRAM, time, start, duration
A. S. Harrison Co
Calkins & Holdcn,
Carlock. McClinto
& Smith
WNBW, Wash.
l-uin partic; 14 Jan; 16 vks (n)
Lever Brothers Co
MrCann-Erickson
WNBT, Wash.
20-sec stn break; 3 Jan; 13 wks (n)
SSCB
WCAU-TV, Phila.
Minute Maid Corp
Ted Bates
WNBQ, Chi.
1-min anncmt; 15 Jan; 42 wks (n)
WCBS-TV, N.Y.
20-sec anncmt; 13 Jan; 13 wks <n)
McCann-Eriekson
WCBS-TV, N.Y.
10-scc ident; 14 Jan; 52 wks (r)
National Biscuit Co
McCann-Erirk-on
KMtll. Ilhw.1.
20-sec sin break; 17 Jan; 50 wks (n)
Benton & Bowles
20-sec stn break; 14 Jan; 13 wks (n)
IVnick & Ford Ltd
BBDO
WRCB. Schen.
IVnick & Ford Ltd
BBDO
WBZ-TV, Boston
1-min partic; 15 Jan; 13 wks (n)
Charles Brunellc
WCBS-TV, N.Y.
1-min partic; 11 Feb; 13 wks (n)
Bermingham. Castle
man & Pierce
WCBS-TV, N.Y.
1-min partic; 7 Jan; 26 wks (n)
Advertising Agency Personnel Changes
FORMER AFFILIATION
NEW AFFILIATION
Dary W. Bach
Laura D. Baker
Donald K. Beyei
William J. Breer,
Gladys Church
Roland II. Cram
Clark W. Davis
Don Gibbs
Carl R. GlegerlcJj
J. Walter Goldstein
Marvin L. Grant
Sam Halper
Weston Hill
J. Allan Hovey
Carlton A. Johanson
Ben S. Laitin
John F. W. McClure
James O'Neal
T. Sloane Palmer
Lawrence W. Radice
Lawrence D. Reedy
Meno Schoenbach
Bernard Jay Shaw
Mel Smith
Leonard Tarcher
G. Lester Williams Jr
James E. Wilson
L. Barton Wilson
Hoag & Provandie, Boston, mmeber copy
staff
Lewis Edwin Ryan, Wash., media specialist
Comstock & Co, Buffalo, space, timebuyer
McCann-Eriekson, N.Y., sve group head
Abbott Kimball, N.Y., aect exec
McCann-Eriekson, Chi., sve group head
Sherwin Robert Rodgers, Chi., aect exec
Cornelius Du Bois & Co, N.Y., sr partner
Kenyon & Eckhardt, N.Y., dir media re-
search, statistical analysis
Warwick & Lcglcr, L. A., vp
Cunningham & Walsh, N.Y., aect exec
Olian, St. L., vp
Mann-Ellis, N.Y., radio-tv dir
Cramer-Tobias-Meyer, N.Y., merchandise dir
Biow, N.Y., copy dir
Buckley, Phila., copy chief
Rhecm Mfg Co, N.Y., ndv, pub rel mgr
J. D. Tarcher, IN.Y., aect exec
Lever Brothers Co (Pepsodent div), N.Y.,
Olian. St. 1... aect exec
Comstock & Co, Buffalo, media, research dir
Colman, Prentis & Varley, N.Y., pres
Abbott Kimball Co, N.Y., exec asst to pres
I S. Dept. of Agriculture, Dallas, south-
western information chief
WATV, Newark, aect exec
Robert Smith, L.A., owner
J. D. Tarcher, N.Y., aect exec
Anderson & Cairns, N.Y., aect superv
Roy, Chi., tv dir
Kudncr, N.Y., member copy s
Same, also vp
Westheimer & Block, St. L., 1
1 & Co, S. F., vp
D'Arcy, St. L.,
Abbott Kimball
N.Y.,
Same, administ
rative
Herbert Rogers
Co, t
Zlowe Co, N.Y.
aect
I .,!,,,
i-i...
rel dir
McCann-Eriekson, Cine, mgr
U. S. Army, Colonel, also lecturer
Edward W. Robotham, Hartford, «
i'cleh. Hartford,
6. I%ew Stations on Air
OPENING DATE
MANAGEMENT
Bernard J. Shaw (5)
Leonard Tarcher (5)
Thomas R. Vohs (5)
G. L Williams (5)
James E.Wilson (5)
l%ew Network Affiliations
FORMER AFFILIATION
KMIII. Marshall, Minn.
hs|i\. Vberdeen, 9. I).
V. AUG. Greenwood, Miss.
NEW AFFILIATION
WHO ACCLAIMED NATION'S BEST
RADIO NEWS OPERATION IN 1951!
NATIONAL ASSOCIATION OF RADIO
NEWS DIRECTORS MAKE AWARD AT
ANNUAL CONVENTION IN CHICAGO
Shelley and Veteran Staff Praised
Des Moines, Iowa (Nov. 18)— This
city's famous 50,000-watt Station WHO,
has been awarded one of the broadcasting
industry's most coveted prizes — the 1951
Distinguished Achievement Award for
Radio News, sponsored by the National
Association of Radio News Directors.
The presentation was made on November
17 at the NARND's Annual Convention
in Chicago.
In making the award, Baskett Mosse,
chairman of the judges' committee, said
". - .we are happv to announce tonight that
radio station WHO, Des Moines, Iowa,
was selected as the outstanding radio news
operation in the United States for 1951.
. . . The committee felt that special
recognition should be given to News Di-
rector Jack Shelley and his very fine and
veteran news staff".
BEST EQUIPMENT. VETERAN
STAFF, BIG BUDGET
The WHO News Bureau has an im-
pressive physical plant: seven leased-wire
machines; a portable battery-operated
tape recorder; a telephone recorder; three
short-wave monitors for state and city
police and fire department broadcasts;
a number of subscription services; and
a library which includes several special-
ized news encyclopedia.
The seven leased-wire machines include
two Associated Press, two United Press
and three International News Service
machines. This is by far the greatest num-
ber of leased-wire machines servicing any
radio station in this section of the coun-
try, and exceeds the leased-wire service
available to many of the country's leading
daily newspapers. Only two of the seven |
28 JANUARY 1952
machines are "radio" wires — the other
five bring in detailed stories known as
press" wire service. Press wire service
gives lengthy accounts and the three
news services bring in three different
versions of the big stories around the
world. This necessitates constant boiling
down, rewriting and sifting of details,
playing up news of local interest — all
tailored to fit a split-second time period.
NINE VETERAN REPORTERS
EDIT AND BROADCAST NEWS
The WHO News Bureau is headed by
veteran Jack Shelley, and includes eight
other full-time men and a secretary. Eight
of the men are college-trained reporters,
rewriters and broadcasters, all of whom
are heard on the air. The ninth man is
a specialist in political reporting. The
ten people on the staff represent a total
of 85 years' experience with WHO. Five
of the News Bureau staff have been with
WHO ten or more years.
In addition to the regular full-time staff,
the WHO News Bureau maintains a staff
of 75 correspondents — or part-time re-
porters — throughout Iowa and in South-
ern Minnesota and Northern Missouri,
heavy WHO listening areas.
TELEPHONE USED EXTENSIVELY
The WHO News Bureau uses the local
and long-distance telephone extensively
to supplement and verify the regular news
services' coverage. Staff members check
directly with peace officers and hospitals
each morning to get accident reports .\n<.\
accident victims' conditions which may
have changed since the late night news
the leased-
i ■ do not cleai this tvp< of
information until too late for a 7:30 a.m.
— or even an 8:45 a.m. newscast.
Telephone checks also minimize the pos-
sibility of loss of news when events t.ikr
place in remote areas, distant from a
news service reporter.
STAFF WORKS TWO SHIFTS
II.: WHO News Bureau maintains a
morning and a night shift. There is a cer-
tain amount of specialization within each
shift in that one man may be assigned
Washington and foreign news, another
Iowa news, and a third miscellaneous
er< si stories. \\ I
assignment, the reporter stays on it for an
indefinite period, building up a back-
ground for that specific job, and becoming
a specialized reporter on that shift. I ai h
news copy especially for
th,
who will be i
tng i
$100,000 ANNUAL BUDGET
To operate its award-winning News
Bureau and to provide Iowa-Plus listen-
ers with unexcelled news coverage,
WHO spends more than $100,000 annu-
ally. This figure is believed to
the highest figures in the Nation.
PUBLIC SERVICE EXTRAS
In addition to its regular news ser-
vices, the WHO News Bureau provides
its listeners with a variety ol public-
service extras. These include free an-
nouncements regarding public and private-
meetings during periods of extreme
weather conditions, up-to-the-minute
reports on road and weather conditions
and emergency calls on newscasts to
locate families or members oi families
who arc traveling or are visiting away
from home, etc. The News Bureau has
also developed a system whereby a copy
of each newscast mentioning an Iowa
serviceman is sent to the next of kin.
This service has required the cooperation
of local postmasters in many cases be-
cause of the lack of a street address or
the name of the next of kin. Management
at WHO considers the public service
aspect . . . the many extra "little things"
that WHO does for its listening public
... to be the difference between a routine
news operation and one that is contribut-
ing to the welfare of the community. This
— then — is the difference between a good
news operation and the "Best Radio News
Operation in the United States".
BETTER NEWS — BETTER AUDIENCES
The leadership of WHO's News Ser-
vice is only one of many reasons why
WHO is Ioifa's greatest
value. The 1951 Iowa Radio Audience
Survey, accepted by leading advertisers
and agencies as a completely authorita-
tive analysis of listening habits in this
state, shows that WHO is by far the
"most-listened-to" station in Iowa, \\ rite
for your copy, or ask Free & Peters.
+ WHO for Iowa Plus! +
DES MOINES .... 50,000 WATTS
Col. B. |. Palmer. President
P. A. Loyet, Resident Manager
FREE & PETERS, INC.
National Representatives
17
In**'
A lesson in economics with Jimmy
Anybody here afraid of size?
You get more, dollar for dollar invested, than
from any other medium —
Like the 36,000 extra customers
(in just one market— New York) for each brand
advertised on the average TV program . . .
The results? That means people.
We got millions of 'em.
For 50,000,000 viewers NBC alone offers
the biggest stars . . . programs . . .
network — the biggest opportunity for the
biggest sales results.
Not if you're thinking of profits . . .
Like the 15.6 extra customers per month for each
TV dollar invested in the average program
(And it's 19.5 for high-budgeted shows
like Jimmy's.)
fti&gm^&f^im^^iite .
Want to get into the act? There are still
opportunities for selling on NBC by big
advertisers — and by small advertisers who think
and plan big, too.
for television — now — is the most profitable
advertising medium ever evolved.
Like what really counts in successful
advertising: results.
These facts are based on the remarkable study,
"Television Today." If you haven't seen the
booklet about Television's impact on people and
products, or if yours is worn out with use,
write or call NBC-TV Sales — where you can
also learn about NBC availabilities for selling.
NBC
-a^
'aW*
The network wher
This "Kitty"
Makes Her
Sponsors Prr-r!
V. LaCa
From 8:30 to 8:55 A. M., Monday
through Friday, Kitty's variety show is
the favorite of thousands of female
cars in the BIG KVLC listening area.
There are interviews with visiting dig-
nitaries, from Ambassadors to movie
of
the
woman's world, local, regional and
national! And, if it's national "Some-
thing-or-other" Week, they hear about
•it from Kitty V. LaCall. All of these
ingredients are carefully mixed with
igenerous portions of music that women
Kitty is now available to provide the
Prr-rr-fect atmosphere for your com-
mon ials on a participating basis.
Phone, write or wire CLENN ROBERT-
SON. Manager, KVLC, for details and
availabilities ... or contact RADIO
REPRESENTATIVES, INC.
William B, Cumpbell
If Elsie, the fabulous Borden cow, knew that Bill Campbell checked
on 75,000 to 80,000 commercials yearly she'd probably, in amaze-
ment, stop chewing her cud. For it's just this staggering total in
141 radio and 39 TV markets that helps sell Borden products and
keeps Elsie and her bovine friends working.
Commercial o.k. is but the beginning. Proper program selection
follows and it's a complex problem. But Campbell, a merchandising
alumnus of Young & Rubicam, attacks it with zeal. Working closely
with Henry Schachte, director of advertising, he follows a day-to-day
operation. Campbell's approach is the constant evaluation and re-
evaluation of Borden broadcasts in all markets.
The 33-year-old North Carolina native throws some light on the
procedure. "There are over 250 local budgets each supplemented by
'all-Borden' money taken from all of our divisions. The purpose
of the 'all-Borden' budget, established in 1944, is to promote our
name institutionally and, additionally, to push specific products when
the need arises in any market. What we continually seek are estab-
lished personality programs, local favorites or highly-rated shows.
For his program prospecting, Campbell has a 1952 budget of
$750,000 for radio; $1,250,000 for TV. It's his task to see that the
cream of the shows are skimmed in Borden's distribution areas run-
ning along the Atlantic seaboard and Gulf Coast, in Texas, the Mid-
west, and parts of the West Coast. Assisting in this widespread cover-
age are three agencies, Young & Rubicam, Griffith-McCarthy, Inc.,
Tampa, and Tracy-Locke Company, Dallas.
Programing types, as varied as Borden products, currently include
d.j. shows, transcribed music shows of the "name" variety, women's
commentaries, news shows, and announcements.
Campbell relaxes from his myriad problems by escaping to the
amateur theatre. Not as a spectator but right up there "trodding
the boards." It wasn't unusual for home town friends in Wilmington
to see him in major roles with the Thalian Association (an amateur
acting group) several years ago. Now talented Bill Campbell acts in
comedies like "Personal Appearance" for the Amateur Comedy Club,
a 68-year-old theatre group in New York.
SPONSOR
MR. SPONSOR:
Detroit Women Love "Ladies Day
and SALES Prove it/
n
\ \ \ i /
WJBK-TV, Detroit's best television buy, has scored
again. Their brilliant show, "Ladies Day", is cap-
turing the hearts oi women in the nation's fourth
market. The ladies go for this mid-afternoon TV par-
ticipation program, and more than that, they go for
"Ladies Day" advertised products. Response and sales
are terrific! Just look at these results:
30-piece sets of stainless steel cut-
lery, retailing for $6.95 apiece,
sold 4 1 sets from the first com-
mercial, 4 5 from the second. Re-
sults were so tremendous the first
week that the store ran out of
stock. We had to stop the com-
mercials until their supply could
be replenished. Net result: three-
spot-a-week contract for a year.
Six spot announcements for a rug
cleaner resulted in reorders by
every department and chain store
in Detroit which stocked the prod-
uct. The Sponsor contracted for
a full vear.
Detroit's leading department store
received more than 1000 phone
orders from only two hair curler
commercials — sold $2,400 of 2 5c
cards of curlers in one week. After
just two weeks on "Ladies' Day,"
with three spots a week, every
Detroit branch of the country's two
biggest "five-and-ten" stores re-
ordered from three to five times.
Results like these can be yours, if you take advantage of the alert
programming and steady progressive leadership that has made WJBK-
TV tops in audience-response and sales results in the wealthy Detroit
market. WJBK-TV consistently leads in giving the audience the finest
in entertainment and the advertiser the best television buy in town.
Check your local KATZ man for all information. You'll find that
WJBK-TV really delivers the goods — your goods.
WJBK =ff DETROIT
The Station with a Million Friends
NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK
Represented Nationally by THE KATZ AGENCY, INC.
28 JANUARY 1952
ELDORADO 5-2455
here's
how
pays
off
SANrANTONIO
Hundreds of the country's finest stations announce with pride "THIS S TA TION IS A MEMB
'290 Sponsored AP Newscasts per Week"
John T. Carey, Sales Manager, WIND, Chicago, Illinois
Says Sales Manager Carey: "I believe
that WIND carries more sponsored news-
casts daily than any other station in the
country. We carry 42 newscasts every day
but Monday. On Monday we carry 38, for
a total of 290 per week. Our main news
sponsor is the Chicago Daily News with 164
newscasts weekly. We find The Associated
Press to be an excellent service and we
invariably secure renewals from news
sponsors. As a matter of fact, there's a
ig list to purchase our 5-minute AP newscasts."
constant-
110% Increase in Sales for Sponsor"
Bob A. Roth, St., Commercial Manager, K0N0, San Antonio, Texas
Reports Commercial Manager Roth of
KONO: "KONO continually shows extremely
high Hooper Ratings against 4 networks
and 3 other stations. This speaks for the
quality of AP news service, supplemented
by our own local coverage. AP meets
our every need for national and regional
coverage."
Sponsor results? Says George W. Dela-
van, Jr., General Manager of Home Appli-
ance Distributors, Inc., biggest KONO AP
sponsor: "AP news on KONO has produced results from the first day
ommercials hit the air— increased our distribution, built consumer
tance and confidence in our product. In one year's time our sales
e increased 110%!"
THE ASSOCIATED PRESS."
Associated Press .
ly on the job with
• a news report of 1,000,000
words every 24 hours.
• leased news wires of 350,000
miles in the U.S. alone.
• exclusive state-by-state news
circuits.
• 100 news bureaus in the U.S.
• offices throughout the world.
• staff of 7,200 augmented by
member stations and news-
papers . . . more than 100,000
men and women contributing
daily.
Whether it's Chicago or San
Antonio, Associated Press news
DELIVERS— delivers RESULTS for
station and sponsor! Prompt, un-
biased news coverage pyramids
volume audiences — eager audi-
ences tuned to the news and to
the sponsor's message.
For complete information on
how Associated Press news can
provide payoff RESULTS for YOU,
contact your AP Field Representa-
tive ... or write . . .
THERE'S NOTHING BETTER THAN...
FIRST MM!
HOOPER RADIO AUDIENCE INDEX, NOVEMBER, 1951
Omaha, Nebr.— Council Bluffs, Iowa
KOWH Sta. "A" Sta. "B" Sta. "C" Sta. "D" Sta. "E"
MORNING
8 A.M. - 12 Noon
Mon. - Friday
25.6
14.6
29.9
16.6
6.9
1.6
AFTERNOON
12 Noon - 6 P.M.
Mon. - Friday
38.3
32.5
10.1
12.3
9.3
2.2
SATURDAY
8 A.M. - 6 P.M
36.3
21.8
12.4
15.9
8.8
4.1
TOTAL*
Mon. - Saturday
33.7
24.8
17.6
14.3
8.4
2.2
» Every rated hoi
lown above given equal v: eight
£ Largest total audience of any Omaha station,
8 A.M. to 6 P.M. Monday through Saturday!
9 Largest share-of -audience, in any individual
time period, of any independent station in all
•Based on the latest available
Hooper share of audience for
unaffiliated stations including
the Omaha and Council Bluffs
market (Mar.-Apr., 1951 I. 12
noon through 6 P.M.
Represented By
OMAHA
'rfmvU&u' Tfdut ^Catened-"?* 7
***** I ttUtHti
I like and why
PART ONE
OF A SERIES
Great buyers have qualities ranging from guts to eliarm
to market-by-market knowledge, reps told SPONSOR
®0f all the species inhabiting
advertising agencies, the
timebuyer is most like a man
playing a dozen games of chess simul-
taneously. He must play minute fact
against fact, parlaying ratings against
audience appeal against distribution
against — most of all — sixth sense. Yet
he must be a hail-fellow-well-met for
all the harrowing concentration that
goes into his job.
If you're a client, you probably
know few timebuyers well though their
work behind closed radio department
doors has paid off for you time and
time again. This is your chance to
meet some timebuyers — the best in the
business, in fact. For, in this survey,
SPONSOR asked the men who deal most
with timebuyers and know them best,
the national representatives, to de-
scribe the buyers whose competence
they admired most. Here in this se-
ries of vignettes supplied by reps is a
composite description of all that goes
into buying the most difficult to use yet
often most rewarding of all media,
spot radio and TV.
No names are named here, because
this is not a puff for anyone. Instead,
buyers are described by what they do
and by what makes them outstanding.
A gal with guts — and sawg
"She's as loyal as anyone who ever
worked for an agency, but she's had
the guts to buck the tide of thinking in
her own shop. The coat of arms at her
agency timebuying department has al-
ways been a slide rule crossed by a
Hooper pocketpiece. She has put a
dent in the coat of arms and urged a
more balanced approach. Now, when
good buys come up which don't meet
the arbitrary rating standard, she
fights for them. She knows that a raw
rating must only be used to make a
decision in combination with other
factors.
This girl has savvy as well. She
knows all media — not just radio and
TV. When it comes to selling an idea
to agency higher-ups, she can talk their
language. She knows the strengths and
weaknesses of magazines and news-
papers so she can give a fully rounded
explanation of why a radio schedule
is best to do the job. Too often time-
buyers will talk apologetically about
radio because they are so close to it.
Her knowledge gives her the confi-
dence to fight for what she knows is
right. But don't get me wrong. She
isn't full of brass, just a gal with guts
— and savvy."
To hint, reps recommended
their competition
"The best timebuyer I have ever dealt
with followed this procedure:
1. Found out the advertiser's dis-
m lik
KOUKtaiK
n-mcii
Station Z means it wktn tkiysay
"■nurchaiuiisinj"
itfS?
tribution in each market to determine
whether coverage was or was nol nee-
( ssary.
2. Found out the problems and
plans of the advertiser in each market.
He then:
1. Told the representatives what
was to be accomplished and the plans
the agency had outlined to accomplish
the advertiser's ends in each market.
2. Ulowed each representative to
see what his competition was submit-
ting with right of rebuttal.
This accomplished:
1. An interest on the part of the
representative in doing the best job
for the advertiser since they had been
taken behind the scenes and knew the
thinking of the advertiser and agency.
2. Bj getting the representative to
sit behind the desk with the advertiser
and be allowed to see competitive of-
ferings, this timebuyer achieved an in-
teresting and honest appraisal from
the reps of their own and competitors'
offerings to the point of such detach-
ment that representatives would often
recommend the competition.
3. A happy representative for in
most cases he knew, if he lost the busi-
ness, why he lost it.
4. A fine job of buying for the ad-
vertiser — he represented.
This fellow did not long remain a
timebuyer. He is now high up in one
of the largest agencies."
IIc» doesn't play it safe
"He conscientiously tries to weigh all
factors in a given market before com-
ing to a decision instead of playing it
safe and picking out what be thinks
will be easiest to sell to someone in a
higher echelon. For instance, instead
of confining his queries to what the
ratings were in a town months before,
he tries to find out what's been hap-
pening more recently in a programing
way. It's possible that the community
has in recent months been nurturing
another Arthur Godfrey and the client
would fare better by latching on to the
personality than by moving in with a
year-old rating."
He isn't afraid to train his
assistants
"He has the patience of Job and is
fair to everyone who comes to sell him.
He has no prejudices and will listen to
everyone's story. He came up the hard
way and is willing to let those under
him advance because he isn't afraid of
his job. Consequently his assistants
are well trained and invaluable assets
to him. He can delegate many deci-
sions to them and keep himself free
for more complex problems.
When one of his assistants makes a
move which a rep feels can be ques-
tioned, he's willing to be told. We have
a crackerjack independent station in
the South which was on the list of a
certain client last year but was dropped
for '52. Within minutes after we point-
ed out that this was probably an over-
sight, the station was back on.
You're grateful to buyers like this
one and when you can do them a favor,
naturally you're eager to. That"? a
factor to bear in mind always — the
equity of goodwill the outstanding
buyer builds up. It pays off not only
in radio but in TV for this particular
buyer when he tries to clear difficult
stations.
He's friendly but doesn't buy on the
basis of friendship alone. Nor does he
bu\ by ratings alone when there are
factors like results to pitch at him."
ilfitirf like a filing cabinet
"He is completely informed on shows
at stations everywhere. He can touch
a button in his mind and come up with
the piece of information he needs to
make an evaluation. He seems to have
Kf X 1 "my ideal timebuyer"
WW lllf \ I "P oorcst timebuyer 1 ever met"
*He knows stations and markets intimately.
a He uses research and ratings but isn't hypno-
L. tized by figures.
3 He buys without preconceived prejudices.
m He has a tremendous store of programing sav-
^m vy and can pull useful facts out of his memory.
5, He knows his own accounts thoroughly.
n He trains good assistants to handle details.
■» He is courteous, friendly, and makes himself
■ ■ available to reps.
O He is a good salesman who can put over his
**■ ideas before top brass.
ft He has the imagination to spot an unusual bin
**■ which can pay out.
1A He, or she, doesn't exist except in composites
*•"' like this because no one buyer in a business as
fast-moving as radio and TV can stay tops in
all of these categories.
-IU- or ".he," a) eour.e.
CaSe A I The Scaredy Cat:
"He buys only what he can justify easily to the ac-
count executive. If it's a matter of choosing be-
tween a 4.5 and 4.6 rating, he'll take the slightly
higher one every time."
case B: The o^-track.-
"Wild horses can't drag him from the stations he
used to buy ten years ago. He's so full of prejudices
he misses opportunity after opportunity to make
good sales-producing buys at low cost."
CaSe C: TheMeanie:
"When a rep comes in to see him and brings one of
his station managers along, this type is rude and un-
friendly. One of them used to read his mail ivhen I
came in ivith an important manager."
CaSe D: The Gun-jumper:
"He puts the reps in a whirl supplying him with
availabilities before the appropriation is actually
tacked down with the result that he's wasted lots of
effort for the reps."
•Question asked of rep, uho told al,„ul their favorite
buyart.
SPONSOR
the essentials filed awaj mentally
through constant study. Even the
most involved sets of figures don't
floor him because he has a fine tech-
nical knowledge.
What I appreciate most is that he
doesn't horse around with you. There's
no runaround. If he doesn't like an
availability he says so. Some others
string you along. His honesty earns
respect and cooperation from the reps.
That's essential to him, of course, in
doing a good buying job."
Good salesman himself
"It is disheartening to deal with a
timebuyer who cannot sell his own
ideas. My favorite timebuyer is one
you can trust to back up what he be-
lieves in and do it successfully. Once
a timebuyer has been sold an idea in-
volving considerable expenditures, he
frequently must justify it to those
above him in the agency.
The weak sisters will quit at the
first sign of opposition. Those who
are inarticulate will find themselves
stand down by print-minded brass.
But the timebuyer who knows how to
sell within his own shop will get ap-
proval for his own decisions. This is
the kind of a man or woman you feel
it's worthwhile to single out for favors
in the way of choice availabilities."
it's a pleasure to do business
with her
"There are several gals I'm thinking
of who fall into the same category.
They are all people I think of as old
friends rather than customers. It's
hard to explain but they just seem to
make doing business a pleasure be-
cause they have grace and warmth.
You can relax with them and talk free-
ly which makes doing business faster.
Never underrate the power of person-
ality — in women timebuyers or men.
The people you like gain immeasurably
in service from the rep and chances to
buy the best time.
Let me give you an instance of the
kind of thing that warms you up to a
timebuyer. When you have a station
manager in town and bring him
around with you to the agencies, the
friendly timebuyers give you a glow-
ing reception. They make the station
man feel that he's important and you're
important. He goes back home more
impressed with having hobnobbed with
a top agency timebuyer than with the
I Please turn to page 79)
iiniyuuyuiUBpucspaiiiosii
1 Buyer who is courteous, especially when rep brings in out-of-town station man
Keen analyst who can quickly spot flaws in complex maze of research figures
Timebuyer who is good salesman and can sell his own decisions to agency chiefs
Charles
Kasher
heads
Antell
£
The president
and advertis-
ing strategist of both Charles
Antell and \ational Health
Aids, Inc., Charles Kasher,
39, was a department store
demonstrator lor 20 \ ears.
successfully adapted the
technique to radio and TV .
$$$$$$$$$$$$$
Mell's $10,000,000 hair spiel
Comedy routine mixed with straight information on 900 AM and
45 TV stations has put new firm among top sellers
Lewellen (above) lectures, kids about hair for full program, then sells hair tonic (exeerpt below)*
"When men start to lose their hair, they
always run down to the corner barber shop
and ask a bald-headed barber what they
should ilo about it. 'Sit doum in the chair,'
si7vs the barber, 'you've come to the right
place.' He goes 01 er to the shell, gets dou n
a couple bottles of perfumed alcohol. . . .
He sprinkles the perfumed alcohol on top
of the guy's head and then he rubs it in.
If you are a good customer, he rubs a little
28
longer. When he is through rubbing, he
combs it real nice. A little pompadiddle
down the middle makes it look like you got
more this week. Then he says, 'Look, this
stuff doesn't work overnight.' He's right!
He says, 'You better come back next week
. . . get another shot.' ) ou do, and you get
your head scratched again. By this time
you're starting to like it. It feels good.
So you make an appointment. From that
day on, the rest of your life you're stuck.
Once a week you go to get your head
scratched. You wouldn't wake up if the
roof fell on you. I mean it. After all. if
alcohol could grow hair, most of the men
I know would choke to death before they
tot to the barber shop."
1 There are three air salesmen who deliv-
er spiels like the one above for Antell. Ac-
tual sales pitch comes at tail end. I
SPONSOR
In the past 12 i
I "i li I radio and
tions. a sponsor earned
Rasher has barraged the
what appear to be the h
grams you've ever heard.
For either a half hour
Utes, ;i man not onl\ gabs
a carnival barker, but also
a man possessed. He mugs
lie Chaplinesque pantomi
his hands about with the a
nonths. over size. The other commercial offers a
45 TV sta- money-back guarantee when listeners
Charles U. buy National Health Aids' Mineral and
nation with Vitamin Complex in a $5 or $10 size.
toniest pro- The hair products are now sold over
the retail store counter; the complex
or 15 min- is a mail-order item.
steadily like What's been the sales response to
gestures like these air shenanigans? Charles U.
with Char- Rasher, president of the two Baltimore
. He tosses companies — Charles Antell, Inc., and
bandon of a National Health Aids. Inc. — says ex-
ultantly: "You can call me one of the
happiest sponsors ever to use broad-
cast advertising. Ever since we ven-
tured on the air a year and a half ago.
radio and TV have been our mainstay.
Sales results have been so remarkable,
in fact, that we plainly boast in print
on our Charles Antell packages, 'As
Heard on Radio — As Seen on TV.'
You can't be more grateful to a medi-
um than that, can you?"
With regard to his unorthodox style
of programing, it turns out that Rasher
is crazy like a fox. "People mocked at
me when I began our Pete Smith-style
of shows that rib the public's hair and
eating habits." he says. "They also
sneered that the public would never
buy relatively costly drug store items
as a result of an air advertising pitch.
But I thought different. I personally
have been a department store sales
demonstrator for some 20 years. All
we've done is bring store-demonstra-
tion technique to radio and TV. It's
worked, because customers are the
same wherever you go."
Rasher is rather reluctant to release
figures. He does admit, though, that
he is now spending "at the rate of
over $2,000,000 a year on radio and
TV." In a single month currently, he
is advertising on over 400 radio sta-
tions and from 15 to 20 TV stations.
His saturation advertising is heaviest
in at least 15 major cities, where the
Charles Antell hair products are now
sold over the counter. Rasher also can-
didl\ concedes that, thanks largely to
radio and TV, 7,500,000 repeat cus-
tomers have ordered the Antell For-
mula and Shampoo. The complex is
selling handsomely, he says, but cus-
tomers can only order it by telephon-
ing or writing care of the station on
which the item is advertised.
Though not revealing his annual
gross, Rasher claims each of his prod-
ucts is now No. 1 seller in its field, or
else mighty close to the top, depend-
ing on local distribution. While not
agreeing entirely with this, the trade
does concede his products are vital
comers. According to Drug Topics, the
reputable trade magazine, Americans
last year spent about $80,000,000 for
hair shampoos, and about $20,000,000
for hair creams. Wildroot, Fitch, Drene,
and Shasta are among the leading
brands. But as a unique "one-two
treatment," combining shampoo and
hair cream, Antell ranks as a top seller
on its own. The trade guess is that the
hair treatment combination is now sell-
ing at the rate of close to $10,000,000
annually.
Because it's a mail-order item, it's
harder to determine the gross of the
National Health Aids' Complex. Ac-
cording to Drug Topics, Americans last
year spent over $203,000,000 for vari-
ous vitamin concentrates. The trade
estimate is that National Health Aids
is now grossing from $4,000,000 to
$7,000,000 annually.
One thing that is verifiably certain is
that radio and TV have been chiefly
responsible for the flow of demands
for Rasher's products. (It's only re-
cently that he began spending, in ad-
dition, about 15% of his advertising
appropriation on newspapers. ) In a
survey made by SPONSOR on the retail
level, these answers were typical:
Albert Goodman, advertising man-
(Please turn to page 58)
Don Quixiote windmill. He spins de-
risive wisecracks. He insults the audi-
ence's eating and hair-preserving hab-
its. He applauds his own witticisms
with titters of "Heh! Heh!"
Then, when all this buffoonery is
over, the clownish fellow has the nerve
to try to sell the air audience two ex-
pensive drug store products. One com-
mercial offers a money-back guarantee
when listeners buy a combination of
Charles Antell Hair Shampoo and For-
mula No. 9 Hair Cream in a S2 or $3
7'/: million repeat customers demanded it!
NOW HERE IT IS
ad* **»
m \ .n<l SHAMPOO
28 JANUARY 1952
wno ovinias net worn m
Itelevisi
Packagers (not nHs)
lead in building
television shows
Webs bigger source of TV sponsored
programs than in radio four years ago—
but packagers have 55% of total
charts based on special SPONSOR survey of 162
JBip|l When network television
UttUUil took off on its skyrocket,
just four short years ago, many ad
agencymen predicted that TV would
prove the end of the road for the in-
dependent package producer. Networks
and agencies alone, these experts con-
tended, had the kind of money neces-
sary for the maintaining of big crea-
tive staffs — experts essential for build-
ing big time TV shows.
This gloomy forecast has most cer-
tainly gone wrong. Even with NBC and
CBS more determined than ever dur-
ing the past year to capture control of
what they like to term the "editorial
content" of their operations, the pack-
agers are still on top of the heap.
The packagers are primarily the
boys who come up with a good show
"gimmick," an exploitable literary
property, and, what is most important,
a comparatively low production budget.
In many ways, the package produc-
ers today are in an even stronger posi-
tion than they were in radio — in the
days when radio hardly gave a thought
to TV competition.
A sponsor survey, on which this re-
port is based, shows that out of the
162 sponsored network TV shows on
the air as this issue went to press, pack-
age producers are responsible for
building over half — 55^? • At radio's
peak, in January 1948, packagers could
only claim 41.6% of sponsored radio
web shows, according to a SPONSOR
survey. Networks, having built 25.39r
of today's sponsored TV shows, are up
considerably from their 1948 radio po-
sition of 16.3%, but are still trailing
the package producers.
Agencies, on the other hand, have
begun easing out quietly from the cre-
ative picture. Leaders in TV's early-
days, when they put together shows like
Texaco Star Theatre, Ford Theatre,
Kraft TV Theatre, and other high-
priced vehicles, they now get credit
for building onl) 11.19? of today's shows
Four typical TV packagers
(Top row) Carol Irwin (left), Goodson and Todman
(right), and Lou Cowan (bottom left); Wally Jordan
(bottom right) heads William Morris packaging
big TV shows, as compared with
30.5% in radio as of January 1948.
Client-created shows are slightly down,
and form a lower percentage of the
number of TV shows today (6.2%)
than they used to in radio. The re-
verse is true of shows created by affili-
ated network stations, and fed to the
TV web. (For full details, consult the
first pie-chart, top of this page.)
A glance at the latest production
budgets for the current 162 network
TV shows gives the primary reasons.
With clients' costs going through the
roof in TV, with agencies hard-put to
make a profit on the 15% commissions
collected on agency-built shows, the
tight production budgets of packagers
have a great appeal for both client and
agency.
The average production cost of a
network-built TV show is approximate-
ly $16,000 per week. For agencies, the
figure is nearly as high — over $13,000.
But for the package producer, the av-
erage budget among the 88 packager-
built network TV shows is only $9,500
weekly.
Low cost hasn't meant low ratings,
or poor results, for packager-built
shows. The 1-7 December Videodex
rograms — source of creation, costs and comparisons
Number and Percentage of Programs
By Creative Category
ly costs. Compared with SPONSOR study, Jan. '48
"'Top 20" ratings shows this clearly.
Two packager-built shows, P&G's Red
Skelton and Philip Morris' / Love Lucy
are in the top five. The packager's
share among the "Top 20" (there were
ties for 7th, 10th, and 17th place, giv-
ing 23 shows in all) compares favora-
bly with the general breakdown of all
shows. Here are the "Top 20" figures :
10 shows (43.5%) for the packagers;
six shows (26.1%) that were network-
built; five shows (21.7%) for agen-
cies; and two shows (8.7%) built
around client-created or client-owned
properties. Compare these with the
over-all figures: 55% for packagers,
25.39? Ior networks, 11.1% for agen-
cies, 6.2% for client-created shows.
and 2.4% for station-created TV net-
work shows.
Most of the gains by package pro-
ducers and networks have been at the
expense of ad agencies and agency-
built shows. You'd think that agencies
would be fighting to keep their foot
in the program-building door. Not so,
a sponsor checkup at nearly 20 large
New York ad agencies, all active in
TV, revealed.
An official of one of the country's
most outstanding ad agencies, who
could not be quoted by name, put it
to a sponsor editor this way:
"From my own talks with agency-
TV men, I would say, yes, there is in-
deed a trend away from agency 'pack-
aging' of TV shows. Even in normal
agency operation, over half the agen-
cy's income goes out in salaries to peo-
ple who create and supervise client ad-
vertising. In the field of TV advertis-
ing, so many more high-salaried peo-
ple have to be employed by an agency
to handle an agency-built TV show that
the margin between agency TV income
and agency TV expenses gets to be
pretty tight. You can't always pass it
along to the client, either. Actually,
the more an advertising agency is in
the production of TV shows, the less it
can tell regarding an accurate profit
picture in its TV department."
Further light on agency problems in
this field was thrown by Rod Erickson,
top AM and TV contact executive of
Young & Rubicam. Erickson, a TV
veteran from the early days of the me-
dium and one of TV's most knowledge-
able agencymen, told SPONSOR: "At
Y&R, we have what is probably the
biggest radio-TV department of any
agency. There are over 160 people on
the payroll, and there's a fair balance
between radio and TV billing income.
But, about 80% of the department's
personnel do most of their work han-
dling TV. On some TV network shows,
even those bringing as much as $200,-
000 annually in commissions, it's often
tough for us to make a normal depart-
mental profit, because so many people
are involved in working for these TV
shows. Package video shows are much
easier to control accurately when it
comes to cost, and the commission is
a simple 15%. However, we maintain
our full TV department staffs in case
it's necessary for Y&R to build a spe-
cial video show for a client."
Erickson's comments are no isolated
brand of agency thinking. His views
on the easier-for-the-agency situation
of packager-produced TV shows were
echoed by officials of other Madison
and Fifth Avenue agency shops.
Said one: "We've actually lost mon-
ey in producing TV shows for one of
our biggest clients, particularly where
the show was a small one. We have a
large TV department. We're going to
keep it that way. for prestige, and in
case we need the personnel for a client
who suddenlv wants to increase his TV
28 JANUARY 1952
31
spending for some reason."
From an ollit ial of one of the lx-st-
known agencies on Madison Vvenue:
"Sure, our T\ billings are u|>. 1 >ut SO
are costs and agencj I \ overhead. I
can't give you the actual figures, of
< ourse, bul on a couple of our big I \
accounts we're resigned to 'breaking
even' ami making the general agencj
profil on the account in other depart-
ments.'
Frank Gilday, v. p. and Television
Director of Cecil & Presbrey, summed
up for sponsor the reasons why agen-
cies are no longer eager to jump into
the business of building agenc\-creat-
ed T\ shows. Said Gilday:
"Everything in TV is complicated
from an agency standpoint and in-
volves more man-hours of work. This
is dramatically so in comparison to
radio, even though TV revenue is often
greater than radio revenue for the
agency. It's obvious to me that televi-
sion, by its very nature can never be
as profitable to an agency as radio.
Fix- most direct answer we can make
to the question 'Can an agencv profit-
ably handle TV at 15%' is 'Yes. if
you're lucky'."
W ith this family blessing bestowed
on their heads by ad agencies. \ou'd
think it would be clear sailing for the
packagers,
It isn't, because of the networks' re-
luctance to relinquish their beachhead
landing in the frequently-profitable
area of program building and selling.
T\ networks are determined never
again to become merely a "facility."
as networks often were for years in
radio.
One way in which networks have
competed with package producers is to
absorb extra, unexpected costs in net-
work-created shows.
\mong all networks, during any
given week, it's not uncommon for at
least one out of five network-built pack-
age shows to go over their budget, and
for the network to be "out of pocket"
for the difference.
Another "hedge"' of the networks
against losing control of program-
building is with contract arrangements
with independent producers. Here, the
network is acting like a Broadway "an-
gel." The Goodson-Todman duo, for
example, have been aided financially
by CBS in building shows. But. these
two men have got firm contracts with
CBS insuring the fact that shows which
they've created and CBS has helped
finance will stay put — on CBS. These
include shows like Sylvania's Beat The
Clock, Sanka's It's News To Me, and
Embassy's The Web. Lou Cowan has
similar contracts with ABC covering
Stop The Music. Ted Collins and Kate
Smith are known to be tied closely with
their contracts to NBC-TV, which did
most of the developmental work in
building Kate's two TV shows.
These contracts, of course, work al-
so to the packager's advantage. They
assure the show of a good network
spot, plenty of high-priced promotion
and publicity, as well as the backing of
the network's sales force. Often, they
are the only way a small package pro-
ducer with a good idea can get his
show auditioned or on the air. A
"closed circuit"' or kinescoped TV au-
dition costs anywhere from $10,000 to
$15,000 and up, regardless of the type
of show, and few packagers can afford
them.
Until TV network time is no longer
a scarce item, networks have another
potent weapon to hang onto a large
share of the lucrative commercial pro-
gram control. As the independent pro-
ducers often view it. it's an exasperat-
ing type of competition to meet. Net-
works. b\ this process, frequently in-
sist today that, if an advertiser wants
to buv a particularly-choice piece of
[Please turn to page 70)
Client- built net n shows, j an . 1952
TOP 20 Videodex 1-7
December
SHOW CLIENT NET
RANK
1
SHOW %
TEXACO STAR THEATRE
BUILT BY:
Agency (Kudner)
Arthur Murray Show Arthur Murray ABC-TV
Show put together by Arthur Murray Productions as specific
showcase for dance instruction business.
Betty CroeUer General Mills ABC-TV
Show created around client-owned property to act as public
relations device for General Mills.
2
3
4
5
RED SKELTON
TALENT SCOUTS
I LOVE LUCY
COMEDY Hot R
Packager (Skelton)
Network (CBS)
Packager (Desilu Prod.)
Network (NBC)
Cavalcade of Sports Gillette NBC-TV
6
SHOW OF SHOWS
Network (NBC)
TV version oj radio s/iorts format long associated with Gillette,
who makes most of the rights deals.
7 (tie)
( PHILCO PLAYHOI SI
( GODFREY & FRIENDS
Network (NBC)
Network (CBS)
Chronoseope Longines-Wiftnauer CBS-TV
Low-cost news discussion series produced by client's own radio-
TV ad manager. Strong sales angles.
Faith for Today Voice of Prophecy ABC-T\
Commercial religious program, a TV version of earlier, client-
built radio shows. Specific program angle.
8
9
10 (tie)
11
YOU BET YOUR LIFE
FIRESIDE THEATRE
S AMOS V ANDY
\ MAMA
KRAFT TV THEATRE
Packager (Guedel)
Packager (Wisbar)
Packager (Gosden-Cor'll)
Packager (Carol Irwin 1
Agency (J. W. T.)
Hour of Decision Billy Graham ABC-TV
12
LUCKY STRIK1 nil ITR]
Packager (Nej e)
Commercial religious program, built by Graham Evangelist
Assn., modeled on prior radio shows.
Sony Time Word of Life ABC-TV
Commercial religions program, built by If ord of Life around
religious music performances.
Voice of Firestone Firestone iVBC-TV
13
14
15
16 (tie)
GILLETTE CAVALCADE SPORTS Client (Gillette)
MAIS kCAINSl CRIME Packager (Cooper)
m .1 STAR revue Packager (Win. Morris)
1 it \ VIDEO theater Agency (J. W. T.)
\ schlitz playhouse Agency (Y&R)
Simulcast nilli radio show, one of oldest on the air. Client
built slum ns 11 low-pressure I'M del ice.
17
18
\l.\\ MM M. -\\i>\\
BIC TOWN
igenci (R&R)
Your Hit Parade American Tobacco NBC-TV
19
HOPALONC CASSID1 ( OFF)
Package! i Boyd)
Variety series modeled on earlier radio series inspired In late
Ceorge II ashington Hill, owned by client.
Youth on the March Younq People's Church ABC-TV
Commercial religious slum, built by Young People's Church
and modeled un prior radio series.
20
roi R mi PAR Mil
diem (Amer. Tob.)
Box
Score:
III -pa< kagers;] 6-networks
43.S', 26.7',
^■agencies: 1 2-clients
21.7% 8.7%
1
S SUBURBAN LISTENING CAN BE BUILT VIA SHOWS LIKE KVOE'S (SANTA ANA) "E-Z LIVING" SERIES, TAPED AT LOCAL UTLITY
Can a suburban station
buck the big boys?
Figures show sponsors may bo overlook ing a »oo«l
supplemental spot buy in the suburban outlet
THE SUBURBAN OUTLET
B> aiming station-built shows
squarely at community tastes,
the nation's "suburban" air
outlets ar.- gathering a sizable
share of community listening
in the very shadow of many
big cities and big stations.
Below, SI'ONSOU jih,s a
facts and figures report on a
typical "suburban" radio sta-
tion, KVOE (less than 40
miles from Los Angeles).
®l util lasl year, the average
Spanish-speaking resident of
California's < itrus- wealthy
Orange Count) boughl a package of
cigarettes with a routine that usuall)
went something like this :
■"\\ hat'll it be?" a clerk would ask.
The well-paid, family-loving Juans
and Pedros ol Orange Count) would
smile a brillianl smile, and shrug with
Latin eloquence.
"Jus' some cigarillos. pot favor,"
was the usual reply.
National cigarette advertising, par-
28 JANUARY 1952
ticularl) radio and video shows com-
ing into Orange County from nearby
Los Vngeles, less than 40 miles away,
hardly made a dent in the situation.
Cigarette brand choices for IV, to
2.")', of Orange County's population
(200,000) was mainly at the discre-
tion of store clerk-.
For some time, the L. A. office of
Lennen & Mitchell, ad agenc) for Old
Cold, bad worried over this. There
wasn t much in the way of an extra
budge! to remed) the problem — in fact,
not much more than some $3,500 a
year was available.
Radio, for years one of the main-
stays of an) national campaign foi
Old Gold, was finall) picked as the
medium in which this "extra" budget
would stretch furthest but what kind
of radio? L&M timebuyers combed
through lists of Spanish -I an <; uaiie a\ a li-
abilities in L. A., and Orange I !ount) .
Finall) . the) found what the) want-
ed. It was a 6:00 to 7:00 a.m. program
called The Spanish Hour on KVOE.
Santa \na. in the heart of Orange
County. Because of the heav) compe-
tition from the L \. powei hou -■ s, like
i Please nun to page 02 i
33
Spot radio success brings Kipling r
^■■ipni When morning network tel-
VyMfiiUJ evision became a big-time
rcalilv on the 1 llli of January with the
debul of NBC's 125,000-weeklj partic-
ipation show. Today, its first TV spon-
Bor was — oddly enough — a highly-suc-
cessfu] radio advertiser. The client:
Kiplinger Washington Agency. Inc.
Just to add to the contradiction.
many admen knew that Kiplinger. pub-
lishers of the famous newsletters and
more recently of the magazine Chang-
ing Times, had enjoyed only mild suc-
cess with a 1951 campaign in TV.
What caused this about-face for Kip-
linger?
How can Kiplinger's weekly five-
minute segment in network TV be rec-
onciled w ith the fact that last December
the publishing firm dropped TV entire-
ly to go into spot radio exclusively?
The answers make interesting reading
for admen, and throw : a lot of light on
how broadcast advertising can be a
success for a publisher.
Not that Kiplinger is the first pub-
lisher to find a big circulation payoff
in air advertising. In the late 1920's
and early 1930's. Collier's was boosted
from an also-ran to one of the biggest
weeklies in the magazine field, through
sponsoring programs built around Col-
lier's editor John B. Kennedy. The
Curtis group, headed by the SatEve-
Post, has a successful case history of
radio, and recently TV, use. Others,
like the Christian Science Monitor, Mc-
Graw-Hill, Doubleday & Co. (books),
and Omnihook have found that every
thing from spot to network advertis'
ing has resulted in stepped-up sal
Still others, like True Detective, Read-
er's Digest, Street & Smith's The Shad-
ow, have profited from air tie-ins, in
which the publication shared in pro-
gram costs in return for heavy air
plugs.
In Kiplinger's case, however, part of
the reason for the entry into network
TV (as will be seen a little later in this
report) is in the basic nature of the
subscription-only publication, Chang-
ing Times. More of the reason can be
found in the fact that the TV formula,
which is costing Kiplinger $33,000 for
13 weeks, bears a remarkable resem-
blance to its successful spot radio for-
mula. Lastly, spot radio carries on at
an estimated rate of $100,000 a year,
for two-to-six morning participations
on some 60 radio stations one week
each month (coinciding with issue
dates) .
Yardstick for the success of the Kip-
linger TV plunge will not be newsstand
sales or ratings. The four-year-old
monthly is like no orthodox national
publication. Robert Day, radio-TV ac-
count executive at Albert Frank-Guen-
ther Law, ad counsel for Kiplinger,
told sponsor: "We're not depending
primarily on any research survey to
check Today's audience. Since it's diffi-
cult for a non-subscriber to browse
through a typical copy of Changing
Times, we're offering viewers a sample
copy of the magazine — a formula we
worked out in radio. Therefore, our
success is being measured in terms of
mail pull, and how many inquiries
eventually turn into subscriptions."
By the time sponsor went to press,
Dave Garroway's folksy early-morning
selling on Today had pulled in over
16,000 inquiries in the first five days of
NBC-TV's dynamic new- video program
experiment. On the basis of previous
returns in spot radio, Kiplinger's ad
agency feels that a "substantial per-
centage" of these inquiries will actual-
ly result in subscriptions.
The basis of this success with re-
turns is a simple one. First, Kiplinger
and its agency have discovered,
through trial and error processes, that
prospective magazine subscribers are
, in NBC-TV's "To-
Times," Kiplinger magazine, at cost-per-inquiry of i
(I. to r.) Day, agency A/E, NBC's Schecter, Gar
id If
Magazine was first to buy NBC's "Today" after $100,000
spot radio campaign paid off; is retaining AM intact
a canny lot. They prefer to look over
a magazine before they buy a sub-
scription — no matter how attractive the
subscription offer. Secondly, the new
TV show is thus a logical visual exten-
sion of the radio formula in which
Kiplinger first tried out its business-
building air innovations.
In fact, the entire radio-TV success
of Changing Times is one of innova-
tion.
The Albert Frank-Guenther Law
agency's application of the "sampling"
technique to magazine selling is an in-
novation in itself. No premium offers
are used, in the sense that many big
soap, food and drug firms use premi-
ums to force "sampling" to new cus-
tomers. The delicate question of deal-
ers' feelings is not involved, so it's a
straight free sample of Changing Times
that's offered to listeners, via spot ra-
dio, and viewers, via TV. Thousands
of inquiries have already been pulled,
in less than two months, through the
radio offers. One station alone — the
ad agency won't mention the call let-
ters — drew 8,743 inquiries after just
three announcements.
What the radio payoff has been in
terms of inquiries-into-subscriptions is
a secret which both agency and client
have been keeping under heavy wraps.
It's common knowledge that the re-
sults, and the per-inquiry costs are very
good for Kiplinger.
Not a guess as to the actual figures,
but a good guide to remember is the
"rule of thumb" figures reported in the
June 1948 sponsor in an article en-
titled "Sampling comes second." At
that time, officials of Reuben H. Don-
nelley and the Duane Jones agency told
SPONSOR that as many as one-third of
the consumers air-sampled with a prod-
uct will stay on as users of the prod-
uct. Costs of sampling on the air run
all over the lot, but average-out in spot
radio at about 18^ per inquiry. It's
known that Kiplinger is doing better
than these long-time industry averages.
Kiplinger's agency actually had a
good target to shoot at, once the spot
radio campaign began to roll. The
"pilot" station for a test of the spot
28 JANUARY 1952
radio formula, New York's WOR,
brought the cost-per-inquiry figure
down to seven cents during a week-
long test in late August of last year.
This was accomplished with three par-
ticipations in WOR's morning The Mc-
Canns at Home Shoiv, which pulled in
4,800 returns.
Throughout the nation, once the full-
scale spot radio campaign began to
roll, costs are known to have ranged
from a low of 5^-per-inquiry (a WOR
figure), to as much as 25^. Average
costs are estimated to be about 15^-per-
inquiry for Kiplinger, using spot radio.
It's interesting to note that the Kipling-
er cost-per-inquiry on TV's Today, us-
ing a 30-station network covering 27
states, is also around 15^-per-inquiry.
This makes the early TV results at least
competitive with the radio average, al-
though radio in some individual cases
has bettered the TV figure by a wide
margin.
Like any good product, part of the
success of Kiplinger's "sampling" ap-
proach on the air has been in the value
of the product to the consumer. And,
Changing Times has so far done well
in coming up with a distinct editorial
formula that is building readership and
subscriptions. It accepts no advertis-
ing; it is not sold on the stands; its
subscribers buy it for $6 a year
through the mails only; and, though
it has a wide female readership, its
editorial content has no obviously fem-
inine slant.
The 48-page magazine boasts the slo-
gan: "Straight talk to help you see
ahead to better work and living." Or,
as one executive puts it, "We aim for
a universal appeal." The articles are
about economic and social matters,
with such homey titles as, "Your com-
munity do right by the kids?", "Peo-
ple still do get gout," "How to influ-
ence your Congressman," "Get more
for your money," and "What's your
house worth?"
The publishers, Kiplinger Washing-
ton Agency, Inc., are, of course, noted
for their various successful business
newsletters. They started publishing
(Please turn to page 71)
Does radio research need
a "seal of approval"? .„.,...,*>..
Ad Research Foundation is gearing up to certify research accuracy
, MAKE PROMOTION PIECES BASED ON ARF STUDIES, SET EASIER ACCEPTANCE BECAUSE ACCURACY IS GUARANTEED
I "What, another finger in
the survey pie!"
This is a frequent reaction among
advertisers and agencies to research by-
media of all types — from magazines to
radio networks. Every advertiser wants
facts to base decisions on, but research
claims from media are often taken with
a grain of salt.
Radio, meanwhile, is entering into
an era of greater research activity as
the medium collectively (via BAB)
and individually (on station and net-
work levels I seeks to sell itself harder
by conducting more surveys than ever
before. The recent NBC-CBS joint
-iijiU and the many recent local sta-
tion surveys are representative of this
trend toward documentation of claims.
36
Uo advertisers accept the facts un-
covered in radio's increasing flow of
qualitative research?
Interviews by SPONSOR researchers
with advertisers over the past few
months indicate that the answer is
"only partially." While advertising
men have welcomed radio's new wave
of surveys, the majority say they
would be more willing to use radio's
facts if there was some impartial re-
search body to gather them.
Said W. B. Smith, director of adver-
tising. Thomas J. Lipton. Inc.: "As to
special studies like those on out-of-
home listening, they are all very well,
but I'd prefer to see them done on a
periodic basis by some recognized re-
search organization rather than done
whenever a radio station or network
decides to for the purpose of proving
a point favorable to its selling pitch."
(sponsor, 31 December 1951, page
75.)
What's the answer to the problem?
Is there any recognized research or-
ganization which can do a job for ra-
dio — and which advertisers will accept
as impartial?
Though few in radio circles are
aware of it, there is. The Advertising
Research Foundation, created by the
ANA and AAAA in 1936, has been
doing this very job for printed media
over the past 15 years in cooperation
with various media associations. Now
it is gearing itself to work with indi-
( Please turn to page 77)
SPONSOR
"Wherever you go... there's radio!"
AM is putting all its sales ingenuity into
all-out effort to promote itself to public
etroit: The pioneering United Detroit Radio C.
ays host to Rudy Vallee. Left to right: Pat Maclnnis
/JBK; Art Gloster, CKLW; Hal Neal, WXYZ; Ernie Holde(
/EXL; Wendall Parmalee, WWJ; and guest Rudy Valle,
jlsa: Associated Tulsa Broadcasters held radio week 2-8
icember. L. to r.: W. G. Skelly, owner KVOO; Bill John-
>n; Dr. F. L. Whan; Bob Jones, KRMG; Wm. B. Way,
'OO; Dr. John E. Brown, new owner KOME; Jim Neal,
\KC; Dr. C. I. Pontius, U. of Tulsa prexy; Bud Blust,
LU; Lawson Taylor, KFMJ. Featured was talk by Dr. Whan
Radio, the medium which
has dramatized hundreds of
products for sponsors over the past 20
\ears. is learning how to dramatize
itself. Out of radio's need to compete
actively with television for the atten-
tion of audiences has come a cam-
paign which tells radio's story as the
basic national entertainment medium.
The campaigns slogan: "Wherever
you go . . . there's Radio!"
Those it's directed to: Listeners who
may need reminding about radio's abil-
ity to entertain them wherever they are
— in a canoe, a kitchen, an auto.
Beneficiaries of the campaign : Radio
advertisers — because hypoing listener
interest in radio can mean more audi-
ence for the sponsors' messages.
The "Wherever you go . . . there's
Radio!" theme wraps up within it ra-
dio's great strength in a simple, easy-
to-understand concept; the slogan sym-
bolizes radio's accessibility, its mobil-
ity, its portability, the fact that it can
be carried with you and keep you com-
pany everywhere you go. It's a re-
minder that radio is universal in con-
trast to the more stationary and immo-
bile TV, which makes it necessary for
audience to come to it.
The slogan originated with the mil-
lion-dollar campaign launched last Sep-
tember by the United Detroit Radio
Committee to promote radio in that
city. It has since gained nationwide
recognition and use, especially aided
by a World Broadcasting System sales
promotion drive built around it. As a
result, radio stations all over the coun-
trv have been banding together in their
own areas for the first time, coopera-
tively making an effort to stimulate and
promote the medium.
In addition to the "Wherever you
go . . ." scheme, new and bigger plans
to plug radio and its wonders are afoot
in the industry:
• The Broadcast Advertising Bureau
will release its comprehensive "Radio
United Plan" for audience and sales
promotion in mid-February, a scheme
in which all BAB stations (about 960)
will be encouraged to participate.
• Cleveland stations have joined to
map out plans for bolstering radio in
that city (after consulting BAB).
• Individual stations and groups in
cities like Rochester, Washington, Hol-
lywood, Milwaukee are coming up with
new slogans and ideas for the promo-
tion of the medium. Significant is the
fact that they do not as a rule plug
themselves, but radio as a whole.
This growing "promote-radio" trend
is intended as the shot-in-the-arm
which radio now needs to intrigue a
public which has been bombarded with
glamour publicity about television. The
industry is selling radio to the public
not only by using the glamour ap-
proach, but also by pointing up the
important "service" role radio plays.
What started the current radio-pro-
motion ball rolling was the United De-
troit Radio Committee campaign. The
committee was formed by representa-
( Please turn to page 73)
When you tune in
RADIO
you tune in... — '
*8S2i
H/VET
Rochester: Statio
28 JANUARY 1952
For sheet music on the song "Wherever you go there's radio"! turn page ► ► ►
This copy is intended for the use of PROFESSIONAL SINCERS ONLY, and anyone
^VARNING! found selling it or exposing it for sale, is liable to fine or imprisonment or both, and
will be prosecuted, under the COPYRIGHT LAW. by the Copyright Owners.
Wherever You Go There's Radio
Words and Music by
PIE PLANT PETE
Brightly
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cars, in barns, up - on the farms, for the plea - sure of you and me. We
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Copyright 1951 by BROADCAST MUSIC INC., 580 5th Ave., New York, NY.
International Copyright Secured Made in U. S. A.
All Rights Reserved Including Public Performance for Profit
& i i
C7 F C7+5
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IV IK VOX] GO THERE'S RA - DI - while work - ing or at play
Wherever 2
SPO\SOR reprints this music us an Industry service. Copies available through BMM
FROZEN FOOD
CONTEST OFFER
SPONSOR: U Constantin Associates AGENCY: Direct
I IPS! II I ASE HISTORY: These Buitoni sales repre-
sentatives utilized two-minute live demonstrations on the
usages of their starch-reduced macaroni products. Among
them, frozen stuffed lasagne. The Buitoni Tl tool: two
early-afternoon shows, five participations weekly. After
13 necks. Constantin Associates report sales figures way
up with sales of frozen lasagne noticeably increased.
Cost: under $200 weekly.
w rVJ, Miami PROGRAM: Alec Gibson Show:
Jackie's House
SPONSOR: Southern Appliances AGENCY: Boettinger 1
Summers
CU'sri.K CASK II1STOKA : Clyde McLean. WBTV's
Weatherman, and his sponsor devised a contest uith a
smoked turkey prize to stimulate viewer interest. The
viewer coming closest at guessing the temperature at the
Charlotte airport on 6 December would win. The ion test
was mentioned three times on the Monday to Friday,
(>:K) to 6:45 p.m. program. Cost: SI 12.50. In just three
days, 5.606 letter and card entries came in.
\\ BTV, Charlotte, N. C. PROGR \M: Weatherman
TV
results ,
WOMEN'S ITEMS
SPONSOR: Duncan Coffee Co. AGENCY: Tracy-Locke
CAPSULE CASE HISTORY: What's New, in addition to
building up coffee sales, wins viewer goodwill by showing
the latest products. Women's editor-m.c. Julie Benell dem-
onstrates items, has gotten results like these with one-time
mentions: 1 1) Lounging pajamas from a local store were
demonstrated and 100 phone called orders resulted. (2)
Demonstration of women's perfume which only men could
buy ivas complete sell-out. Results for show's sponsor, a
coffee company, are considered excellent as well by client.
WFAA-TV. Dallas PROGRAM: What's New
CARBON SOLVENT
SODA BISCUITS
1 SPONSOR: R. M. Hollingshead Corp. AGENCY: Campbell-
1 Mithun
CAPSULE CASK HISTORY: Hollingshead wanted to give
away 1,000 cans of Whiz Motor Rhythm, a carbon solvent
added to gasoline. Purpose: to introduce the product to
motorists viewing their show, and build brand identifica-
tion. On two successive Thursdays, single announcements
mentioned the Whiz giveaway in addition to the firm's
other automotive products. With only these two brief
announcements. 4.150 requests came in. Program into
which these two announcements were inserted cost $900.
WCAU-TV, Philadelphia PROGRAM: Crusade in the Pacific
SPONSOR: National Biscuit Co. AGENCY: McCann-Erickson
CAPSULE CASE HISTORY: A Nabisco announcement
campaign for their new-type pack of Premium saltine
crackers pulled strong in Richmond among other mar-
kets. Scheduled were two night and one daytime an-
nouncements weekly for some $200. TV aim: to increase
consumer impact; aid trade merchandising. After the
campaign ran for a brief period, IS'abisco's Richmond
manager reported scores of customer comments to grocers
on the TV pitch; sales up: and merchandising efforts
enhanced by TV.
WTVR, Richmond PROGRAM: Announcements
COSTUMES
POWER DRILL KITS
SPONSOR: Levj Brothers, [nc AGENC5 ; Direci
1 APS1 IK CASE HlsTOin ■ Levy regularly runs a one-
minute announcement following the Howdy Doody Show
to feature special sales or novelty items. On one $26.25
announcement Levy featured Clarabell costumes to capi-
talize on the Howdy Doody adjacency. This one-timer
pulled in L80 costume sales at $2.29 per costume. The
quick-sales total: $412.20. Levy Brothers report similar
successes with other one announcement efforts.
WSM-TV, Naahvffle PROGRAM: Announcement
SPONSOR: Strauss Stores Corp. AGENCY : Product Services Inc.
CAPSULE CASE HISTORY: Strauss Stores, as a test,
introduced a powei drill kit through a two-minute com-
mercial on its Saturday night wrestling show. Product's
retail price: $26.95. Response was immediate with 300
phone orders coming in: Strauss stores sales accounted
for another 1.000 kits. Sales gross for the 1,300 kits:
$35,035. Cost for the two-minute commercial: $500.
\\ ABD, N. V PROGRAM: Wrestling from Chicago
^clJw'rt
jsunday afternoons at two, time on WDEL-TV
for the Wilmington, Delaware, Public School
half-hour show, "School Report." Under the
general supervision of John Hunt, Public Relations
Director of the Wilmington Schools, the program
content is kept pertinent and timely . . . aims
to interpret present-day schools to the community,
and to assist teachers to understand community
needs and reactions.
A recent "School Report" program in
the 1951-52 series, a parent-teacher problem
clinic, is pictured here. Parents dramatized some
of the questions being asked about modern
educational methods. A panel composed of six
supervisors and teachers then explained and
discussed the questions posed.
"School Report" typifies the many public
service telecasts carried by WDEL-TV in its
continuing endeavor to serve its viewers and to
help make its coverage area a better place in
which to live.
WDEL-TV
WILMINGTON, DEL AWARE
Represented by
ROBERT MEEKER Associates Chicago
San Francisco • New York . Los Angeles
28 JANUARY 1952
ZIV's ELECTRIFYING NEW SHOW
THE INDUSTRY!..
ftflTH THIS SENSATIONAL NEW HALF-HOUR SERIES
m
*\w&*m
FOR THE
EACH HALF-HOUR A COMPLETE EPISODE!
5 SPONSOR IDENTIFICATIONS INCLUDING THREE FUEL LENGTH
• • •.. COMMERCIALS!
fRIGHUNING
in?'
ACTING! N»«WM«
just sjARElii 6 -'
£7^
^>~
HO "YWOOD
u amir am...
Couldn't tickets to radio and TV shows be sold to
benefit charities like Red Cross, March of Dimes?
I Advertising Director
The
picked panel
answers
Mr. Mcsnik
The suggestion
that tickets for
television and ra-
dio performances
be turned over
for distribution
at a price by the
American Red
Cross or some
other worthy
charitv was no
doubt inspired by
most generous motives. However, such
a plan is not feasible for many reasons.
First of all, each network or radio
station assumes an obligation to its
sponsors to exercise its best judgment
in the distribution of tickets so that
the greatest benefit will accrue to the
sponsor of the program. This obliga-
tion to the sponsor is so well recog-
nized that not infrequently the sponsor
himself assumes full responsibility for
the distribution of tickets, leaving only
a very small portion of such tickets
for distribution by the network or ra-
dio station.
Secondly, a uniform rate for tickets
does not reflect the value or demand
for tickets to the various shows. Some
lower rated shows might find them-
selves without audiences, while The
Big Show, The Texaco Star Theatre,
and Your Show of Shows would be
sellouts.
The purpose of having audience
shows is not to provide a Roman holi-
da\ for the populace. The provision
of an audience is strictly business.
Many programs require the inspiration
44
derived from audience reaction. The
fact that there are audiences for some
programs enables the sponsor to use
the supply of tickets to cultivate good
will with his top customers, dealers,
distributors, employees and other busi-
ness associates.
In the same manner the network or
radio station utilizes a portion of its
ticket supply to cultivate good will with
clients and business prospects, as well
as with affiliated stations, many of
whom are represented each week in the
audiences attending shows in Radio
City. The display of our product —
the shows themselves — is one of the
finest promotional activities in which
a network can engage. If successful the
public interest is well served because
the flow of programs is thus continued,
and everybody benefits.
There are many more effective ways
for radio and television stations and
networks to aid the Red Cross and oth-
er charities. Volumes of testimony
have been accumulated on that score.
The aid which radio and television has
given charity and governmental activi-
ties has been worth many millions of
dollars, according to the Advertising
Council. A shining example is the way
in which Milton Berle through his tele-
vision marathon raised $1,127,211 for
the Damon Runyon cancer fund with-
in a 24-hour period last June. It
would require the sale of 282,402 tick-
ets at 250 apiece to reach the sum
raised, or approximately 1,000 Milton
Berle Tuesday night audiences. Or at
40 performances a year, in 25 years
charitv would realize as much from
ticket sales as Milton Berle was able
to raise in 24 hours.
Radio and television will continue to
do its part for worthy causes, but the
sale of tickets is not the way in which
. Seydel
radio and television can render its
most effective aid.
Peter M. Tintle
Manager, Guest Relations
NBC
New York
If it is within the
law, I see no rea-
son why charita-
ble organizations
should not han-
dle the distribu-
tion of TV and
radio tickets, and
realize the mon-
ies therefrom. I
have always
maintained, how-
ever, that studio audiences should be
encouraged to attend only those shows
in which an audience reaction is vital
to the entertainment value of the show.
There are many shows on the air today
which use studio audiences unneces-
sarily.
Assuming, however, that there is to
be an audience for a show, every at-
tempt should be made to wisely dis-
tribute tickets so that servicemen and
women get first choice. And, if mon-
ies are raised through ticket distribu-
tion, such monies should be distribut-
ed among the truly worthwhile charity
groups, thus generating good will while
assisting in a worthy cause.
This, of course, raises the problem
of which charities to include and which
groups to exclude. Some sort of re-
sponsible board would have to be set
up to thoroughly investigate the mat-
ter of disbursement of funds so that
the more needy causes receive propor-
tionately greater amounts. Donating
such monies to charity, if legal, would
SPONSOR
the
ldusti
>ii. I do
\ K roR Si \ i'i i
Radio-Tl Director
inderson S, < nuns.
\ ew ) ork
I h e legitimate
theatre has al-
ways fell that the
> n 1 \ entertain-
ment of value
both to the en-
ertainers and to
heii audiences
was thai which
was paid for. It
seems eminently
I qui
MR. SPONSOR:
thai some fee should be required foi
entertainment which competes with
other forms foi which admission is
charged.
If. therefore, some fee i> charged to
audiences at live radio and television
performances, it is equall) fair thai
this monej should go to the welfare
funds of those unions whose members
presenl the performances for the bene-
fit of those performers and others in
time of need.
The Actors' Equit) Association en-
dorses a i harge For admission to such
programs with the provision that this
mone) should he used for actors' wel-
fare.
Loi is M. Simon
Executive Secretary-
Actors' Equity
New York
Naturally, any
Step which would
benefit worthy
charities is desir-
able. A nominal
charge for radio
and T\ shows
should be accept-
able t<> the stu-
dio audiem e in
return tm the en-
tertainment the)
receive, especial]) if the) know thai
the monies raised would be going to
help charitable organization-.
One of the firsl considerations, how-
ever, is to determine the legalit) of
-'" li a charge. If it is legal, it is then
necessary to determine whal effeel the
■ barging ol even so nominal a rate as
Please turn to page 76 I
Here's the Show7frat
Se//s tklacf/es/
New Orleans' Favorite
Morning Show for Women
Women's Club
^ JOYCE SMITH
m
Never underestimate the power of "Women's Club" to
influence the feminine audience. This mid-morning show
—presided over by Joyce Smith— features guest person-
alities, fashion and food hints, plus other items of interest
in the world of women. It's the "perfect combination"
for Spot Participation.
Write, Wire
or Phone Your
JOHN BLAIR Man!
28 JANUARY 1952
it's still close to the first of the year
and thus just about the right time for
my annual tee-off on research. By re-
search, I refer not to those deep (and
valid) excursions into which manufac-
turers delve to find new products, prod-
uct improvements, and the secrets of
an unwilling Nature and for which they
maintain whole departments, buildings,
and microscopes and even white coats
I held in readiness when the ad man-
ager wants to take pictures). I will
talk, of course, about the endeavor of
the same name but a far different meth-
od — advertising research.
Since I will restrict myself today to
the topic of radio, let me offer a plea
that "52 be the year when advertising
research finally makes real progress on
the following subjects. (A) The rela-
tion of like and dislike to sales. (B)
How much, if any, relevance there is in
memory (recall, if you will l and sell-
Big. (Cl Whether the repetitiveness of
a spot campaign well created and well
placed outweighs the impact-and-asso-
ciation of a good program costing
equal money. (D) Whether men would
rather hear a woman's voice and wom-
en, a man's as announcer. (E) How
much better, or worse, it is to inte-
grate a commercial cleverly in a pro-
gram in contrast to causing it to stick
out like a sore digit where it will sure-
ly be noticed. (F) How much more,
or less, effective a well-conceived musi-
cal commercial is than (1) straight
talk. (2) a disliked ditty, (3) a fa-
miliar or p.d. tune in contrast to a
catch) new one. (G) How much
sounder it is to be conversational in an
announcement, from both the writing
and delivery viewpoint, than it is to
shout — if at all. I H I How much radio
actually ~u If. i ~ in contrast with televi-
sion l»\ absence of the visual? Or how
much more i in dollars, that is) the
warmth of the human voice is worth
46
over pictures and text-that-has-to-be-
read in a magazine?
l*ve got theories on all these, mind
you, but there's as much chance of be-
ing able to get factual justification for
them. I'm afraid, as there is of seeing
a station rep eating lunch alone. So,
since most of us, as in Wonderland,
have to run like hell to stay in the
same place, I'll be doggoned if I'm
going to do that running with a lot of
pie charts and bar graphs strapped to
my back.
"Hooper, Nielsen
Though I tote 'em
Unless they climb
I never quote 'em."
Commercial Reviews
The Flying Irishman
Cavanaugh & Shaw — N.Y.C.
Live announcements
It took a non-scheduled air line to prove that
radio can deliver retail sales with the immediacy
and effectiveness of a daily newspaper. By us-
ing straight live announcements, the Flying
Irishman has probably made his plane facilities
and prices as well known in the areas in which
he broadcasts as any of the major air lines.
Minus frills and, believe it or not, all gim-
micks, including music, these announcements
are as packed with sell and vital information
as a commuter's timetable. Yet despite this,
the copy is so lucidly conceived and delivered
that it's easy to follow. The opening part of
each announcement usually generalizes about
the facilities the Flying Irishman offers with
very little purple prose. The psychology of
being as dependable as a scheduled air line is
brought to the fore. This paragraph is then
followed usually by prices and destinations.
The copy I heard today ended with a most
effective plug directed specifically to servicemen.
I think that these announcements through
the years have been perfect examples of how
well straightforward copy can be done and what
a tremendous effect it can have. From my little
experience with air line advertising, I know that
our air-borne friend from Erin has caused a
certain amount of consternation in the ranks of
the big boys as well as giving them cause to
stop, look, and listen to his commercials and
put some of the same punch into their own.
acency: Television Adv. Assoc. — Balto.
PROCRAM: Announcements
Charles B. Kasher, recorded, talked longer
than the guy who preceded Abraham Lincoln
at Gettysburg and said a bit less. In a non-
stop commercial that went over the 10-minute
mark, the subject of reducing was discussed via
a monologue from every angle — starting with
humor (?) and proceeding to the remedy for
obesity. Never since I strapped headphones
across my pate to tune in to my father's super-
heterodyne several decades back have I heard
a lengthier discourse.
Though I suppose only the last few minutes
were actually charged up to commercial time,
when Charlie got through, Rosalie Allen re-
prised the Fastabs plug for a minute's worth
more. This product is a little pill developed by
the Army that takes away the pangs of appetite.
In this case, having heard the announcement at
around 1 1 p.m., it took away my appetite for
consciousness, so I went to sleep.
One sure leads a sheltered life in a large
agency, sheltered by lawyers, doctors, and
hemmed in by stations which set time-limits on
the commercials they'll broadcast. Where've I
been? (For full-length article on Charles B.
Kasher's radio and TV operation, see page 28.)
Coca-Cola
D'Arcy Advertising Co.
program: Mario Lanza Show — NBC
After watching two second-rate fighters swing
at each other through eight rounds, a fitting
climax to a dull evening of TV-ing, it was a
rare pleasure to be able to hear the picture-less
charm of the Coca-Cola radio show featuring
Mario Lanza.
In fact, it's often quite a relief not to have
to glue your eyes to that small glass-fronted
box, and when you get good music in return
for shutting the infernal machine off, you are
doubly rewarded. Which is why it's my bet
that pleasant music will always be a drawing
card on radio — long after TV has run radio
drama and radio comedy, as we know it, pretty
much into the ground. Commercially, Coca-
Cola's approach is that of a leader who doesn't
deign to get into the ring with competitors.
No bounce, no energy story, no nothing up till
the middle break which was a tone-poem of no
more than 30 seconds plugging the drugstore
soda fountain as a good port these stormy days
plus a short plug for the Cokes on tap there.
The closing announcement couldn't have run
25 seconds and embarrassedly made the point
that Coca-Cola was everywhere.
For a package product of low cost and great
frequency (of purchase) , Coca-Cola sure goes
in the opposite direction of most advertisers.
Since no one comes near the product in sales
and few half hours on radio could be any
more enjoyable than the Lanza stanza (espe-
cially for TV-refugees such as I), I'd give
'em A all around.
SPONSOR
( After 27 slap-happy Radio years. J
Most disc jockeys are morons.
The FCC isn't crazy! Amazingly enough, the Station
best serving Public Interest becomes No. 1.
Most large Advertising Agencies write very ?????
air copy. Ditto small Agencies.
Extra dry martinis taste extra good at 7:00 P.M.
even in Wisconsin.
Transcribed Syndicated Shows are mighty poor sub-
stitutes for creative live programming.
It takes a big experienced Staff to build and keep
a big day-and-night audience against today's com-
petition.
The average Station Manager should never have left
his Blacksmith Shop!
(Smithy)
0&
Z^un^
Wisconsin's most show -full station
Green Bay
HAYDN R. EVANS, Gen. Mgr.
Represented By WEED & COMPANY
5000 WATTS
*«* w ** m " JT M A
T
© W B A Y
28 JANUARY 1952
This SPONSOR department features capsuled reports c
broadcast advertising significance culled from all seg-
ments of the industry. Contributions are welcomed.
Audio-Video features low
eost. high fidelity serviee
cut progra
Programs on tape or disks can cut
costs by two-thirds. This is an eco-
nomic faci of life that has become
known to many dollar-conscious adver-
tisers. (See "The tape recorder: it is
revolutionizing radio program," 8 Oc-
tober 1951 sponsor, p. 32.)
But. as important as cost, is the ad-
vertiser-agency insistence upon high
fidelity reproduction. Newest organiza-
tion set up to meet their standards is
Audio-Video Recording Company. Inc..
N. Y.
Sample recording rates (from line,
air. or studio) are, for one copy: \ \-
hour or less. $9; V^-hour or less, $13;
%-hour or less. $18; one-hour, $22.50.
Audio-Video, at 730 Fifth Avenue.
\. Y.. is under the direction of Charles
E. Rynd. former ABC vice president,
and Percy L. Deutsch. founder and for
many years president of World Broad-
casting Company. * • •*
Ludtnan Corp. tcins friends
with plug-free Xmas show
You needn't be U.S. Steel or Good-
year Tire & Rubber to air institutional
programing. Take the case of the Lud-
man Corporation of Opo Locka, Fla.. a
small manufacturer who lias succeeded
48
institutionally on the local level. The
firm's goodwill offering: a six-hour
taped presentation this past Christmas
on WMBM, Miami.
The program, Christmas Card, be-
gan at 10:00 a.m., with the company
deleting commercials to the point of
casual mention of Ludman and its
products; there were also season's
greetings given by Ludman's president,
Max Hoffman. The firm manufactures
aluminum awning type windows.
Then for the remainder of the six
hours listeners were treated to enter-
tainment by Bing Crosby, Lionel Bar-
r\ more, Gregory Peck, Loretta Young,
Leopold Stokowski. celebrities from the
Metropolitan Opera.
To assure peak listenership, these
were the Ludman-WMBM pre-program
plans: (1) More than 300 programs
featuring plugs for Christmas Card
were mailed out to supplement 200 air
mentions three weeks prior to the
broadcast. (2) A newspaper ad in the
Christmas Eve edition of the local pa-
per pictured the show's guest stars and
tied in season's greetings with an invi-
tation to be a listener-guest at show.
That interest was definitely stimu-
lated is shown by the station's estimate
of over 500,000 listeners. And hun-
dreds wrote or phoned in their appre-
ciation of the program. Response to
the show was so satisfying it will be
sponsored by Ludman next Xmas.
4.4 chapter dinner calls
attention to AW1 successes
Everything from baked beans to bus
transportation was advertised success-
fully on Southern California radio the
past year. To highlight these successes.
the top ones were described at a recent
Radio Night dinner of the Southern
California chapter of the AAAA.
\l the affair, the SCBA briefed this
account of products and stations:
1. American Safety Razor sponsors
Frank Goss News, Monday through
Friday, 5:45 to 5:55 p.m., for Silver
Star blades (Columbia Pacific net I .
First 13 weeks brought strong sales in-
creases with three wholesalers report-
ing jumps of 17' i . 20' i . and 40%.
2. B&M oven baked beans climbed
from 56' < share of the market in the
Los Angeles area in 1949-'50 to 73' i
in 1950-'51 by adding only participa-
tions on KFI's Burritt Wheeler Com-
mentary.
3. Hoffman Candy Company pur-
chased the Frank Bull disk jockey show
on KFWB, L. A., early in 1951 (Mon-
day through Saturday, 7:00 to 7:15
p.m.). Candy brand emphasized: Cup
O'Gold bars. Within five months re-
tail outlets increased 4.000; sales went
from 24,000 bars weekly to 288,000;
and the normal summer slump in can-
dy was eliminated. Weekly campaign
cost: $264.
4. Kierulff & Company, with special
participations on a KLAC sports show
and a d.j. program, increased Motorola
TV set sales to the point where they
now rank first or second month after
month.
5. Santa Fe Continental Trailways
allotted 22.6% of its budget to KNX.
A ticket buyer survey showed radio re-
sponsible for 37.1 'f of Trailways bus-
iness.
These radio-stimulated businesses
were backed by similar reports from
other Southern California advertisers
including General Mills (Sperry flour
div) ; Slavick Jewelry Company; Pio-
neer Savings & Loan Association; E. F.
Hutton & Company, a brokerage house.
ice cream makers realize
136,197 sales on Dixie offer
The Dixie Cup Company of Easton,
Pa., picks up the entire $1,000 gross
time and talent costs for its Tuesday
SPONSOR
afternoon half-hour. Junior Hi-Jinx, on
WCAU-TV, Philadelphia (5:00 to 5:30
p.m.). Yet, at announcement time, it
shares the picture with 10 area ice
cream manufacturers. That is, manu-
facturers who use Dixie cups to pack-
age their wares. Dixie's reasoning for
giving away time is simple — upped ice
cream sales mean increased Dixie cup
usage.
Commercials show brand name cups,
with youngsters getting a demonstra-
tion on how to get and save Dixie cup
lids. Prime example of how beautiful-
ly this Dixie time "giveaway" works is
shown by a one-time offer recently
made. For nine Dixie cup lids, chil-
dren could get a full-color eight by 10
photo of a movie star. The returns
numbered 15,133 and, for the 10 ice
cream manufacturers, it meant 136,197
ice cream sales. For Dixie it meant in-
creased cup usage.
A vital cog in the sales picture is
Willie, a puppet character. Featured
in the live commercials he's the crea-
tion of Charles Vanda, vice president
in charge of TV for the WCAU sta-
Briefly . . .
Robert Durham, general advertising
manager, Metropolitan Life Insurance
Company, was guest speaker at a re-
cent spot radio clinic luncheon. Among
those present: Murray Grabhorn, man-
Advertisement
Rep, ad
at spot meet
aging director NARTSR; Fred Hague,
George P. Hollingbery Company; Rus-
sell Walker, John E. Pearson Compa-
ny; Jerry C. Lyons, Weed & Company,
shown chatting with Durham who is
in the center of the group photo above.
U. S. Junior Chamber of Commerce
project of the month for December was
the "Jaycee Christmas Shopping Tour
(Please turn to page 68)
28 JANUARY 1952
THE NEEDLE!
Vice Pres. Gen'l Mgr.
Associated Program Service 151 W. 46th, N. Y. 19
MMMMMMMiMli
We'll see you at —
. . . Davenport, Iowa, on February
22nd, when we address the Na-
tional Federation of Sales Execu-
tives at its annual conference for
that region. Here Sales Managers
in all fields gather to brush up on
the other fellow's sales techniques.
Our assignment: Make a 45-min-
ute pitch for radio as you'd sell it
to the Sales Manager of a busi-
ness. If anybody cares, we'll have
it taped and made available. Let
us know, please.
. . . Toronto, Ontario, on March 24-27,
during the CAB Convention. Our task
—to talk on "How To Sell Blue Sky"
at the Toronto Ad Club on the 25th.
. . . New Rochelle, New York, on Febru-
ary 19th at the Men's Brotherhood of
the Presbyterian Church. Assignment:
discuss radio for this lay audience . . .
its position in the community's eco-
nomic and social life; answer questions
like, "Why all those commercials?" . . .
"Why not more high-toned programs?"
. . . "How long before TV snows radio
under?"
. . . Chicago, Illinois, March 30-April 2
for NARTB's Convention at the Conrad
Hilton. Big surprises there for APS
subscribers — and if you're not an APS
user, do nothing 'till you see us in Chi-
cago!
APS Calendar
As usual, biggest flood of fan mail in
response to our APS promotion is
blanketing our desks now in response to
the mailing of our 1952 Radio Station
Merchandising and Programming cal-
endar. We tried to send one to every
station . . . but a flock of requests from
our subscribers for extras may reduce
total supplies. If you haven't received
yours . . . write today.
The 1952 Calendar is a four-
part job. We've sent January-
March data and April-June sheets
are in the works now. Working
this way, we'll always have the
very latest info for users, since
most ordinary calendars are put
together during the preceding
year.
To all of you who said "thanks" so
enthusiastically, we say "you're wel-
come." Our favorite kind of business
good-will is the kind we get from a
service to the industry, and many of the
new APS stations of 1951 joined us just
because they wanted to expose them-
selves to our kind of promotional think-
ing. The calendar reflects our attitude
perfectly . . . think ahead, think about
that sales dollar, think about better pro-
gramming and always think about the
broadcaster first!
In one way or another . . . with the
full APS basic or with one of those ex-
citing small specialized libraries (now
both VERTICAL and LATERAL) . . .
we can serve 'most every one of you.
As the Gold Medal folks used to say
so convincingly: "Eventually — why not
Lateral! Lateral! Lateral!
Just in case you didn't know,
we're releasing two of our most
popular small libraries in LAT-
ERAL form from now on. They're
the COMMERCIAL (Mitch's sales
meetings plus retailer lead-ins) at
$22.50 monthly and the PRO-
DUCTION MUSIC (All those
themes, moods, fanfares, etc.) at
$19.50. Now you can get a taste
of APS without even making an
equipment change.
Sick Puppies
Automobiles — new and used — and TV
sets are the season's "dogs" in the re-
tail field. Despite curtailed production
and threat of even worse shortages to
come, buyers just aren't moving. That
makes dealers in these fields prime
prospects. The station salesman who can
come up with a solid idea in either cate-
gory is shooting at a high prize. Why
not give it a big try?
49
WHEN
TELEVISION
SELLS...
IN
SYRACUSE
Jack Rubenstein, genial owner of the
Rochester Sample Shoe Store in Syra-
cuse, says, "These youngsters aren't
the only friends I've made for my
business since I've been on WHEN
television. The volume in all depart-
ments — children's, men's and wom-
en's, has increased 28% a> a result
of my WHEN television advertising."
TO YOUR NEAREST KATZ ACENCY MAN
AND CET THE FACTS ON CENTRAL NEW
YORK'S BEST TIME BUYS.
THE ONLY TV STATION
IN CENTRAL NEW YORK WITH COMPLETE
STUDIO AND REMOTE FACILITIES
CBS • ABC • DUMONT
WHEN
TELEVISION
.SYRACUSE,
A MEREDITH TV STATION
Emma
Bill Lewis
President, Kenyon & Eclchardt, Inc.
Although most people think of Bill Lewis as a "radio man," he
had a pretty solid copy background before he got his feet wet in a
kilocycle career. In fact, copy got him into advertising. Bill was
heading for an engineer's degree until he became interest in advertis-
ing while typing a sales newsletter that his dad published.
After graduation from the University of Missouri, Bill did a stint
with J. Walter Thompson in New York, was a copy chief for several
agencies, and was free-lancing when a letter to Bill Paley won him
the job of commercial program director at CBS.
During the war, Bill coordinated all domestic radio activities in the
Washington Office of War Information. In this slot his name appeared
in so many trade magazine headlines that he was flooded with offers
when the word got out that he was coming back to New York.
Dwight Mills, then executive v.p. of Kenyon & Eckhardt, jumped
the pack with a personal trip to Washington and Bill was soon vice
president in charge of radio and member of the plans board of K & E.
He was elected president in September 1951 when Dwight Mills ad-
vanced to chairman of the executive committee.
Today, with such highly rated (but costly) shows as All Star
Revue (NBC), Toast of the Town (CBS) on TV and that multi-mil-
lion dollar package of gossip named Walter Winchell on radio
(ABC) , Bill Lewis is fully alert to the swiftly rising cost spiral of TV.
"We've never separated the radio and TV departments at K & E
and we don't expect to. No matter what people say, TV is not a
national advertising medium and must be used as a team with radio
in order to adequately cover the distribution patterns of our clients.
"Take Lincoln-Mercury for example. When the new models come
out shortly, our dealers throughout the country are going to demand
a heavy spot radio campaign, not only in non-TV areas, but to sup-
plement TV in the 63 markets which now have that medium.
"So far, TV has demonstrated greater impact than any other
medium. But TV will have to match radio's coverage, and at a cost
not too much higher than radio's. If it is too costly, advertisers may
be forced out, or at least have to reduce frequency to a semi-monthly,
monthly, or seasonal basis."
With Kenyon & Eckhardt moving into the $40-45 million class in
billings, Bill Lewis hopes to be able to maintain or increase the rate
of growth. With his wife (whom he describes as the greatest thing
that ever happened to him) to inspire him, alert agency people ex-
pect Bill Lewis to guide K & E into the top bracket in short order.
SPONSOR
Cigarettes or catsup, the way to sell in inland California and*
western Nevada is ... on the BEELINE ! It's the five-station
radio combination that gives you
THE MOST LISTENERS More than any competitive combination
of local stations . . . more than the 2 leading San Francisco stations
and the 3 leading Los Angeles stations combined.
(BMB State Area Report)
LOWEST COST PER THOUSAND More audience plus favor-
able Beeline combination rates naturally means lowest cost per
thousand listeners. (BMB and Standard Rate & Data)
Ask Raymer for the full story on this 3-billion-dollar market —
inland California and western Nevada.
McClatchy Broadcasting Company
Paul H. Raymer, National Representative
nland California's 3 Leading Papers
• THE MODESTO BEE • THE FRESNO BEE
KERN KWG KMJ
IJ Bakersfield (CBS) Stockton (ABC) Fresno (NBC)
,000 wafts, 1,000 watts 1410 kc. 250 watts 1230 kc. 5,000 watts 580 k
light 630 kc. ^
Socr
amento, California
Affiliated with In
THE
SACRAMENTO BEE
KFBK
KOH
Sacra
ABC)
Reno (NBC
SO ooo
watts
530 kc.
5.000 watts, day; 1,
A million people listen to the Beeline every day
28 JANUARY 1952
REPRINTS
AVAILABLE
of following
Sponsor
□ Radio Basics
□ If hat Radio Should Know About
Selling Retailers
□ Why Sponsors Are Returning to
Radio
□ Hoiv to "Sell" a Candidate
□ Hoiv to Win With Juan (Spanish
language markets)
□ New Network Merchandising
Era Here
□ How Sponsors Profit With
Premiums
□ Hofstra Study #2
□ How to Blend Film Commercial
Techniques
Cost: 25c each; 15c in quantities
of twenty- five or more;
Wc each in quantities of 100 or
more.
Please check quantities of reprints desired in
box next to reprint titles. Fill in coupon and
mail complete announcement. Do not clip coupon
What's New in Research?
; SPONSOR
\ 510 Madison Ave., Ne
■ Please send me reprint
■ me later.
v York 22, N.
*— j
■ NAME
I
■ FIRM |
', ADDRESS I
■ CITY
ZONE
STATE ■
What type of commercial is remembered best, believed most?
PRODUCT: BEAUTY PREPARATION PROGRAM: RADIO COMEDY IN CANADA
TYPE OF COMMERCIAL
REMEMBRANCE SCORE
BELIEVABILITY SCORE
"Straight"
75%
40%
"Semi-Integrated"
71%
45%
"Integrated"
69%
47%
A straight commercial on radio may be better-remembered, but the claims on an
integrated or semi-integrated message stand a better chance of being believed,
according to chart above released here for the first time. The result of a
Schwerin Research Corporation study of a top comedy show sponsored by a
manufacturer of beauty preparations, this pattern, says Schwerin, is a valid
one. However, it is pointed out, there are instances where it will not work.
Top 15 net TV programs by alternative concepts of circulation, Oct. 7957
TEXACO STAR THEATRE
(II
7520
(1)
24,000 ( 1 )
7450
(1)
9630
(l)
1580 (1) 5340
YOUR SHOW OF SHOWS
(21
5170
(21
6,600 (2)
6100
(21
7290
(2)
1140 (15) 2120
CODFREY & FRIENDS
131
4810
(3)
4,600 (6)
4530
(3)
6310
(3)
960 (8) 2790
RED SKELTON
4
4750
(5)
3,600 (4)
5420
(4|
5040
(61
900
PHILCO PLAYHOUSE
15)
46 !
16)
3,300 (5)
5220
(5)
5910
(7)
830
FIRESIDE THEATRE
(6|
4380
M
2,100 (10)
4 160
(6)
5520
(5)
920
WORLD SERIES (SAT.)
7
4360
(10)
2,000 (3)
5450
(12)
4450
(HI
740
TALENT SCOUTS
181
4200
III)
1,800 ( 1 2 f
3740
17)
5160
(91
800
YOU BET YOUR LIFE
(9)
1970
1131
1,500 (II)
3770
HO)
47"^0
(14)
720 (13) 2263
COMEDY HOUR
10)
3970
41
3,700 (7)
4490
181
5080
(4)
950 (5) 3140
ALL STAR REVUE
ID
3860
(7)
13,000 (9)
4210
(9)
5020
(8)
810 (7) 2940
MAMA
12)
3700
18)
2,200
INI
4660
(3) 3770
KRAFT TV THEATRE
13)
3540
(13)
4350
TOAST OF THE TOWN
14)
3 540
(I2|
11,500 (8)
4420
AMOS 'N' ANDY
I5|
3460
(14)
10,800 (14)
3360
(15)
4260
(13)
730 (10) 2490
MAN ACAINST CRIME
(15)
9,730
(12) 2290
YOUR HIT PARADE
(13)
3640
(14)
4 320
(12)
740
THIS IS SHOW BUSINESS
(15)
3?40
(10)
760 (2) 3920
LICHTS OUT
position.
(15)
620
SUPER CIRCUS
F
nple, the World Series is
(4) 3340
HOWDY DOODY
2th place wil
o number
(6) 3100
HOPALONC CASSIDY
of women reached; but is third place
(9) 2790
WHAT'S MY NAME
Source
Jay & Graham Research, Inc. )
(II) 2340
(14) 2130
•': The
cfwrt at
left s
urn s
the results of
: RADIO OUTPULLS PAPERS
IN
WJMO
study : a two- week
mrvey (11-24 October
\ Criteria of effectiveness M
3 dia respondents cit
i : 1951) made
by WJMO, Cleveland,
iVJMO
Papers i on
he c
fecti
r ad
the radio vs.
\ 1. Aware of client
'• 2. Aware of new locatio
30
25
14
14
newspapt
vertising
of an automo-
: 3. Were immediate prosr.
ect
28
17.5
bile dealer. S
nice
dill
times as much
: 4. Aware of medium
: 5. Felt impact of advert
• 6. Sales
sinq
113
83
5
40.75
23.5
3.25
: money
: \ three)
was spent in newspapers
as on radio (WJMO), the
• 7. Out-of-town prospects
3
2.66
newspaper rt
Mills
were divided by
; Source: Central Chevrolet
: Survey, by WJMO,
Par 1
Cle
o- Newspaper
: four in
Kill,
r to
get
equal results
per
.loll,
r sp
•nt it
each atl medium.
SPONSOR
THE <>I:OK4p1A purchase
EORGIA
MACON
WMAZ
10,000w 940kc
CBS
SAVANNAH
WTOG
5000 w 1290kc
CBS
the TRIO offers advertisers at one low cost:
• concentrated coverage • merchandising assistance •
listener loyalty built by local programming • dealer loyalties
... IN THREE MAJOR MARKETS
represented I
individually and |tHE KATZ AGENCY, INC.
ns a group by I
NEW YORK • CHICAGO • DETROIT • ATLANTA • DALLAS • KANSAS CITY • LOS ANGELES • SAN FRANCISCO
The story behind the first 8,000 pages
wwm minim ..i!iiiii.ii!'i
W E were showing the station manager from San Francisco around our
shop. After a while he said,
"You boys are muffing your opportunities."
"How's that?" we asked.
"I've aways liked SPONSOR," said the man from Frisco, "but you've
done a lousy job of keeping me posted on your progress. Why wasn't J
told before about your Readers' Service Department — or your emphasis
on home subscriptions — or your increase in personnel? Don't you think
Vm interested in your reprint service or your 1952 philosophy of putting
out a broadcast advertising trade paper? You fellows have gone a long
ways in five or six years. Why don't you tell what's happening?"
Down to basics: Some 8,000 pages have been put to
bed by SPONSOR since November, 1946. In tune with
our pinpointed editorial objective, they've been beamed
virtually 100 ^v at sponsors, prospective sponsors, and
their advertising agencies. Advertising pages in 1951
averaged about 105 monthly, a 33 r '< increase over
1950. These were matched by a like number of edi-
torial pages. Full-time personnel (excluding printing
personnel) jumped from 6 in 1946 lo 25 in 1952. Full-
time branch offices are maintained in Chicago and
Los Angeles. The New York office occupies two floors
(3rd and 5th) at 510 Madison plumb in the middle
of Manhattan's advertising industry. Paid circulation
(at the high rate of $8 for 26 issues yearly) represents
nearly 70' 1 of all copies printed; we plan to increase
the press run to 10,000 in 1952. A library for sub-
scribers is being installed on the 5th floor of our New
York headquarters. % Readers' Service is now a full-
fledged, full-time operation serving many of the biggest
agency and national advertiser firms every day.
Editorial concepts: The highly pictorial, easy-to-read,
facts-and-figures formula that SPONSOR unveiled in
1946 has made its imprint on most other advertising
trade papers. Today we are more pictorial than ever.
We adhere rigidly to a policy of writing every word
of editorial content for the benefit of radio and TV
buyers. We allow no puff-stuff, protect this policy by
staff-researching and staff-writing every article and de-
partment. Sponsor experience stories are basic, but
additionally a single issue will contain interpretive ar-
ticles on programing, research, merchandising, costs,
current problems, buying tips — covering both radio
and TV. As many as 12 departments supplement the
seven or more interpretive articles highlighting each
issue.
What about merchandising: Editing a top-notch trade
paper is only 50% of the job. The other 50' < is in-
ducing busy executives to read it. SPONSOR achieves
this by putting a heavy effort on mass and selective
merchandising. Merchandising cards highlighting each
issue, individual notices about articles, paid space in
newspapers and trade papers, reception room copies,
newsstand distribution are all part of our merchandis-
ing strategy. Home readership (which we consider far
weightier than office readership) is another goal.
Readers' Service, which in 1951 handled 105 % more
inquiries than in 1950, is a vital element in merchan-
dising; phone calls, letters, and wires (about 80 ft
from advertising agencies and national advertisers I
are answered with dispatch by a Readers' Service spe-
cialist. Reprints, too, help merchandise the magazine
and build readership; reprint requests in 1951 were
240% ahead of 1950.
Circulation statistics : In keeping with SPONSOR'S edi-
torial direction, most of its circulation goes to na-
tional advertisers, regional advertisers, and advertis-
ing agencies. Among agencies placing 90% of national
spot and network business (both radio and television)
SPONSOR averages about 16 paid subscriptions —
every one to a broadcast-minded reader. Some agen-
cies have 40 or more subscriptions. Our press run is
still under 8500, but in contrast with earlier days of
controlled circulation this is nearly 70% paid — and the
press run may soon go up to 10,000 if subscriptions
($8 per year) keep mounting at the present rate. The
latest breakdown shows:
Sponsors and prospective sponsors 3316 39%
Account executives, timebuyers, radio
and TV directors, etc. 2634 31
Radio and TV station executives ... 1738 22
Miscellaneous 702 8
8390 100%
Paid-subscriber Analysis
Advertisers Advertising Agencies
Presidents 9% Presidents 18%
Vice presidents 16 Vice presidents and
Ad managers, radio account men __ 26
and TV managers 65 Timebuyers, media,
Others 10 radio/TV men ... 42
100% Others 14
100%
Our pledge: We're doing a good job, we think, but we
can do better. You can look to SPONSOR for steady
improvement, for courageous trade paper journalism,
for ever-increasing service to advertisers and prospec-
tive advertisers, for progressive merchandising. We
pledge our 100% loyalty to radio and TV — the most
productive advertising media the world has ever
known. Our keynote for 1952 (and the years to come)
is a better use service for broadcast advertisers and a
better advertising medium for broadcasters.
SPONSOR
the | USE | magazine
of radio and
television advertising
9k 7et*e *%aute. Indiana:
'We get nothing but If/FBM-TV"
Says GEORGE OLTEAN, Owner-Manager
WABASH APPLIANCE CO.
819 Wabash Avenue
Terre Haute, Indiana
tlflOHS IN SETS ON
4
who watch TV say there's one station everybody watches
in their populous city, that station's a good bet for any
advertiser! In Terre Haute, and West Terre Haute (ap-
proximately 70,000 population), the TV station is
WFBM-TV— just as it is throughout all of Vigo County
and its neighboring counties in Indiana and Illinois — far
as they are from Indianapolis.
In Vigo County, Indiana, at least 2000 TV sets are
installed, and thousands of others outside WFBM-TV's
60-mile radius are tuned to Indiana's First Station regu-
larly. Televiewers in city homes and commercial estab-
lishments, and on the farms of this big area, are high-
U WFBM-TV, Indianapolis
is the only station we
^^^st
can get consistently"
•
Says MRS. D. C. PELTON ♦
132 South 25th Street jK
Terre Haute, Indiana
' INDIANAPOLIS
HV WFBM-TV
e who sell TV and those
TERRE HAUTE,
INDIANA
income, product-buying prospects well worth cultivating
Set your sights on this big bonus market, where not onl
the 192,500* TV sets in Indianapolis and its 60-mil
area are tuned to this station, but also those of addi
tional thousands of buyers in a broad fringe area ar
set on Channel 6.
'Source: BROADCASTING-TELECASTING, January 21, 1952
WFBM Radio Is First in Listening, Too!
• First in the morning! • First in the afternoon!
• and a Great Big First at Night! 50% more lis-
teners at night than any other Indianapolis station.
« Hooper Rating-,, February through Apr, I, 1951.
'pOut in Indiana
(?£a*utel 6, r )*tdia*taficti4>
REPRESENTED NATIONALLY BY THE KATZ AGENC
■Ah
REPORT TO SPONSORS for 28 January 1952
(Continued from page 2)
Lewyt to spend $100,000 on AM, TV
locally for its vacuum cleaners
Lewyt Corp., manufacturers of Lewyt Vacuum cleaner,
will spend $100,000 on radio and TV in next 6
m onths , mainly placed locally through its 75 dis-
tributors in major buying areas. Company is riding
high, with sales increase of 40% during 1951 com-
pared with drop in rest of industry of 22%.
New reducing machine testing radio,
may have TV plans
Relaxacizor, new reducing machine, is t esting radio ,
signed 15 January for 13 weeks on "Breakfast with
Dorothy and Dick," W0R, New York. Agency, William
Warren, Jackson & Delaney, reports " fabulous" r e-
sponse already , hints at plan s for TV in near fu-
ture. Machine retails for $120.
Reducing chewing gum on air
in 5 cities, selling fast
Another new product designed to pare milady's sil-
houette is trying air advertising. Korex Reducing
Chewing Gum, sold by Afco Sales Corp. of Jersey
City, has been using transcribed announcements in 5
cities (Savannah, Atlanta, Saginaw, Wheeling, Wash-
ington, D.C. since 10 December. Selling by mail
order only, firm's sales have been doubling every
other week since s t art of campaign. Korex 30-day
supply costs $2.98.
Radio since 1937 pays off
for American School
American School is now spending $16 7,000 for radio ,
including Gabriel Heatter over 300 Mutual stations
(since last October) and 15-minute musical programs
via spot radio. School, said to be largest of cor-
respondence institutions, first went on air in 1937,
has found it pays off ever since.
Nu-Pax intensifying New York-area campaign,
may widen distribution to other markets soon
Nu-Pax, non-habit-forming sedative of Somnyl Phar-
macal Corp., will have $150,000-200,000 radio-TV
budget in 1952, is intensifying New York-area cam-
paign. Agency, Emil Mogul, reports plans in works
for widening distribution to other markets. Radio-
TV sponsorship in New York is backed up by transpor-
tation and newspaper advertising based on endorse-
ments by sponsored talent. One of most interesting
buys of 11 shows Nu-Pax has in New York is WNBT
"Mary Kay's Nightcap." This is 5-minute station
sign-off stanza which demonstrated such strong
mail-pull it earned sponsorship.
TWO TOP
CBS RADIO STATIONS
TWO BIG
SOUTHWEST MARKETS
ONE LOW
COMBINATION RATE
Sales-winning radio
schedules for the Great
Southwest just naturally
include this pair of top-
producing CBS Radio
Stations. Results prove
this! Write, wire or phone
our representatives now
for availabilities and
rates !
National Representatives
JOHN BLAIR & CO.
28 JANUARY 1952
HAIR REMEDY
{Continued from page 29 I
Bger, \\ halen's Drug Stores: "The de-
mand for the Charles Antell hair prod-
ucts was one of the sales miracles of
1951. It was really amazing, the num-
ber of people who came into our stores
asking only for the shampoo and hair
cream. And in just about every case,
thev'd mention the pitch on radio and
TV."
Tobin Hechkoff, manager, toiletries
division, B. Altman's Department
Store: "Sales of the Antell products
have been extremely good — especially
before Christmas. We mentioned the
products in our newspaper ads, but the
radio and TV pitchmen seemed to be
highly effective. People would mention
the shows often when they made their
purchases."
Sam* Ross, pharmacist. 20 Columbus
Wenue, Manhattan: "The requests for
the Antell products were especialh. ter-
rific when they were still being sold 1>\
mail-order. Lots of people would ask
for the products after seeing the radio
and TV shows, but we sorrowfully had
to tell them we hadn't got distribution
yet. Distribution has improved now,
and the products are selling niceh . M\
opinion is that, if the advertiser keeps
plugging away on radio and TV, it'll
be the No. 1 seller by this coming
June. People buy more hair prepara-
tions in the summer."
Although Kasher uses razzle-dazzle
humor in his radio and TV copy, he is
far from being a razzle-dazzler per-
sonally. At 39, he is an urbane, gra-
cious bachelor of considerable intellec-
tual charm, who has an apartment in
Greenwich Village, Manhattan, and
7 — h\
'AIN RANKS
FIRST IN
^NANNISALAND*
The large 41 county area
surrounding HANNIBAL,
MISSOURI, QUINCY,
ILLINOIS and KEOKUK,
IOWA.. that's Hannibaland.
The June, 1951 Conlan
Study of Listening Habits
proves that KHMO is
again the most listened
to station in the 41
county, tri-state market
urrounding Hannibal, Mo., Quincy, 111., and Keokuk, Iowa.
240,470 radio families live within this rich area and
they have money to buy your products. To sell them.
v the station they listen to most . . . buy KHMO.
Write, wire or phone KHMO or Pearson today for proof.
KHMO
Representative
John E. Pearson Company
Mutual Network
Hannibal, Missouri
5000 watts day • 1000 watts at night
dotes on classical music. He still looks
back fondly on his first job. at the age
of 18. when for $75 a week he dem-
onstrated the virtues of egg shampoo
for the hair.
Yet despite his deceptively casual
manner, he is something of a dynamo.
He serves simultaneously as president
and advertising strategist of his two
companies, and account supervisor,
timebuyer, and copy writer of his ad-
vertising agency, Television Advertis-
ing Associates. Michael Davidson, for-
"Radio hasn't even reached its peak
in volume in listening or in income.
All it needs to do is develop faith on
the part of people who make their liv-
ing in radio or who spend their money
in it."
mer publicity director of Hirshon-Gar-
field, is ad manager for Antell.
However, Kasher stoutly insists Tel-
evision Advertising Associates is not a
house agency. "It's just that it's a
small ad agency that grew up with us,"
he says. "It handles other clients be-
sides us."
Kasher's two companies have mush-
roomed up at a fantastic pace — they
are both 18 months old. Yet thev are
not fly-by-night outfits.
"J was selling various products up in
Canada," Kasher recalls, "when I got
a call from Baltimore from my two
dear friends, Jack and Leonard Rosen,
well-known businessmen. From our
talks, I decided to head up the devel-
opment of the companies, and they
would provide financing. The formulas
for our products were devised by Dr.
Harry Levin, research chemist. And
the supply came from Ronald Research
Laboratories, in which we have a finan-
cial interest.
"We got the brand name 'Charles
Antell' by using my first name, and my
mothers maiden name," says Kasher
proudly. "And National Health Aids
seemed like a natural. The Antell prod-
ucts are now being sold over the coun-
ter in Philadelphia, New York, Detroit,
Washington. Chicago, Toledo, Grand
Rapids, Cleveland, and an increasing
number of smaller cities. By the end
of the year 1952, we expect complete
national distribution on a city-by-city
basis."
On the company executive level,
Kasher is aided by his vice presidents,
SPONSOR
. . . with heartiest thanks to
the local, regional and national
advertisers who have made
possible our 25th anniversary
celebration and who have made it
possible for us to furnish our
listeners with the finest radio
programming.
With 25 years of successful
service to advertisers and the
public, we are dedicating
ourselves to continued leadership
in San Antonio's radio market
for music and news programming.
KONO
5000 watts
860 kc
SAN ANTONIO'S ORIGINAL
MUSIC and NEWS STATION
Fannin 5171 • TWX-SA-49
SERVING SAN ANTONIO, THE NATION'S 25th CITY,
WITH THE FINEST IN MUSIC AND NEWS FOR 25 YEARS.
Represented Nationally by
FORJOE & COMPANY
28 JANUARY 1952
IN LOCAL ADVERTISING!
IN NATIONAL ADVERTISING!
IN HOURS ON THE AIR!
WAVE-TV
IN KENTUCKY
ON THE AIR!
IN LOCAL
'fat
IN NATIOr
'fat
IN HOURS
IN COVERAGE !
WAVE -TV of course has
excellent reception in metro-
politan Louisville. So does
Station B. WAVE -TVs
PLUS is that in outlying
areas, 61.3% of all TV
homes "get" WAVE -TV
far more clearly than Station
B. Ask for the positive proof!
WAVE-TV
CHANNEL 5
NBC • ABC • DUMONT
LOUISVILLE, KENTUCKY
Exclusive National Representatives
Jack and Leonard Rosen. And on the
ad agenc) level, he is aided by Melvin
Rubin, president of the agency, with
headquarters in Baltimore; Albert
Drolich, account executive; and Henry
Hoffman, who helps map out commer-
cials.
Interestingly, Kasher not only wrote
his companies' first air commercial, but
he also delivered it. It happened in
the summer of 1950, when at a cost of
$275, he spoke for 28 1 /-> minutes on
WMAR-TV. Baltimore. As a result,
he was bombarded with more than 300
orders.
"That only confirmed my hunch that
air advertising was for us," Kasher re-
calls. "Since then, we've found that
radio and TV are equally effective for
putting over our sales demonstrations.
The only difference is that in one you
emphasize visual demonstration, in the
other aural demonstration."
Kasher bitterly resents the criticism
that his 15-minute and 30-minute pro-
grams are nothing but one long com-
mercial.
"Our shows do not overlap the com-
mercial time allotted to us at all," he
says. "It's just that our air demonstra-
tors kid around on related subjects.
When John Crosby once made the ac-
cusation we used just one long com-
mercial, we were swamped with over
500 letters from listeners defending
our shows. They felt we were giving
them legitimate entertainment and in-
formation."
Kasher himself no longer gives an
air performance. He uses three bushy-
haired salesmen — Richard Lewellen,
Dave Kline, and Sid Hassman — whom
he knew long before as expert store
demonstrators. Their programs bear
such punning titles as Hair-Raising
Tale, Pin-up Wife, and Stop, Look and
Glisten.
Kasher, however, still writes and su-
pervises the shows. He strives for an
informal, kidding, ad lib flavor, as wit-
ness this typical introduction in a 15-
minute radio script:
"Ladies and gentlemen, I have what
is probably the oddest job in the world.
My job is to make people laugh, and
yet I'm not a comedian. A comedian
is a man who makes you laugh at him.
My job is to make you laugh at you.
"The reason my job is easy is that
ever) vcar we pet funnier and funnier.
Let me give you an idea what I mean.
When I was a young fellow, I was al-
ways told that the wise men said that
we should practice the golden rule —
Do unto others as you would have them
do unto you. Nowadays we don't have
many wise men — we sure have a lot of
wise guys — their golden rule is, 'Do
others before they do you' . . ."
After joking about the 500,000 bald
women and 10.000,000 bald men in
the nation, the demonstrator is apt to
try an experiment. He takes three
pieces of ordinary scratch paper and a
bowl of water. He places nothing on
the first sheet of paper; just dips it
into the water to show how sopping
wet it gets. On the second sheet, he
places mineral oil; when dipped, the
paper is stained and the water runs off.
On the third, he places lanolin of the
type contained in Antell's hair cream;
when dipped in water, the paper curls.
"You see the same thing happen to
the paper," says the demonstrator,
"that happens to the sheep on a damp
day, that happens to the girls when
they set their hair with lanolin and add
moisture the way I've shown you.
There is a natural curl that no amount
of pulling or tugging can take out,
ladies and gentlemen. . . ."
The pitch for National Health Aids
Complex stresses, half-jokingly, how
our over-civilized customs have robbed
us of the full vitamin and mineral con-
tent of our food. "We live on a diet of
food," harangues the demonstrator,
"that has been boiled, broiled, fried,
roasted, toasted, baked, burned,
steamed, stewed, mashed, smashed, in-
cinerated, cremated, and embalmed. . . .
They take the vitamins and minerals
from your grain; they put it in feed
for your hogs and your cattle. And
that's why the pigs that your farmers
raise are healthy and win blue ribbons,
and the children that the farmers raise
wind up with rheumatism, high-blood
pressure, diabetes, one foot in the
grave, and the other on a banana peel."
Kasher's timebuying formula is fair-
ly simple. "When we enter a market,"
he says, "we saturate it. Every station,
regardless of the power, is good for us.
In New York, for example, WOR,
ADVERTISING WOMM
niNcm-th-. wants a woman with a basic knowledge
ot advertising, hefwi on 24 and 35: collcqc qradu-
tion. media analysis, survey, etc.
To work with export manager In the formulation of
advertising plans for forrlon countries and follow
through In their execution.
Please, write fully giving age. experience, salary
SPONSOR, 510 MADISON AVE., N. Y. 22
'n Shoulders -
33.7% Above Station B
673% Above Station C
125.4% Above Station D
A-l-52
28 JANUARY 1952
•Total rated time periods, thare of
Radio Audience Index. Hooper Radio Audience Index
Report, October 1951.
NBC and TQN on the Gulf Coast
JACK HARRIS, General Manager
Represented Nationally by
EDWARD PETRY and COMPANY
WMGM, WOV, W.l/ all have done
good jobs for us. We pay regular
rates, and they like our business. Our
onlv problem has been distribution.
Before campaigning in a major city,
wo advise local retail outlets. But many
don't stock up enough, skeptical that
our radio and TV advertising won't
move all the goods that we say it will.
As a consequence, they get flooded
with orders, and haven't enough to fill
the demand. Happily, we're gradually
improving our distribution."
Kasher is a devout believer in mer-
chandising. His display manager, Syl-
van Abrams, distributes point-of-sale
cards, streamers, window displays, and
post cards of the type sent out to cus-
tomers by Carson Pirie Scott & Com-
pany, Chicago. The posters headline
the twin phrase: "A riot on RADIO!
Terrific on TV!"
All looks hunky-dory in Kasher's
broadcast advertising future. "As we
extend our market," he says, "we in-
tend experimenting with other types of
programing, both on a local and na-
tional scale. Right now, I'm shopping
around for both a radio and TV net-
work show. Believe me. I'm in busi-
ness to stay."
Kasher particularly will seek fresh
SOUTHWEST VIRGINIA'S IJtfMt&eA, RADIO STATION
V*** GY\S\
There's an extra puneh in your
advertising dollar on WDBJ! To
demonstrate, look at these Promo-
tion figures for the Fall Campaign
(Oct. 14-Dee. 31):
Newspaper Ad Lineage 25,746
Newspaper Publicity Lineage 5,070
Announcements and Trailers 2,505
Downtown Display Windows 13
Plus '-Drug Briefs" and "Grocery Briefs"
monthly to the drug and grocery retail-
ers, dealer cards, letters, and miscellane-
ous services on specific special occasions!
For further information
Write WDBJ or Ask FREE & PETERS!
WDBJ
ROANOKE, V A
FREE & PETERS. INC.. National Reprt
advertising to help exploit two new-
products that he may put on the mar-
ket this year. One is a new hair sham-
poo, unlike the present Antell one,
which he predicts '"will carry the coun-
try by storm." The other, to be man-
ufactured by National Health Aids, is
a new type of weight-reducing patent
medicine.
Like Toni and Tintair, the Antell
hair preparations and the National
Health Aids Complex all seem to have
adopted a uniform sales success formu-
la, which other retail drug advertisers
might well emulate. Briefly, it's this:
If you want to launch a new drug
store item, excite and inform the pub-
lic with a saturation, razzle-dazzle ra-
dio and TV campaign, and follow
through with sledge-hammer merchan-
dising and promotion. At the same
time, don't go overboard. Remember
what happened to Senator Dudley J.
Le Blanc's medicine show. Despite all
the whoop-de-doo, his Hadacol went
bankrupt. * * *
SUBURBAN STATION
[Continued from page 33)
KFI, KNX, KECA rates on the early-
morning show were at bargain prices.
A quarter-hour of the show could be
bought, each day, for as little as $12.
Old Gold bought, in January 1951.
The cigarette firm hasn't regretted
its purchase of the program segment
on the California "suburban" sta-
tion, a 1,000-watt MBS and Don Lee
affiliate. With modest understatement,
the agency now admits that the show-
has since caused a "noticeable increase
in Old Gold sales," and recently re-
newed its 6:30 to 6:45 a.m. portion of
The Spanish Hour, for a solid 52
weeks. Inspired by this success, Old
Gold is inquiring into other Spanish-
language shows in other markets.
True, the added sales created by Old
Gold's Spanish-language commercials
among the early-rising fruit workers
and cannery employees of Orange
County are never likely to boost "Old
Gold's national sales rank. But, the
kind of sales strides made by Old Gold
in the very shadow of the huge Los
Angeles air outlets can quick!) add up.
if carried through in other commttni-
ties.
No isolated case, the kind of job
done by Santa Ana's community-serv-
ing KVOE is typical of what many of
these small stations, nestling close to
SPONSOR
says:
James E. Bennett
2909 Burnette Street, Vallejo, California
People . . . viewers . . . your po-
tential customers . . . write inter-
esting letters to KPIX; interesting
because so many of them reflect
the feeling of belonging which
they feel.
Mr. Bennett's is one of those many. "I feel," he writes further, "as
though I am a part of the wonderful KPIX organization that brought
the miracle of Television to the Bay Area."
And that's a pretty wonderful way to have your viewers feel, quite
apart from the fact that the extent of this feeling among thousands
of San Francisco Bay Area homes represents a loyalty that has a
special sponsor-value.
San Francisco's Pioneer Station
^a
^elevUkm
CHANNEL
CBS and DUMONT TELEVISION NETWORKS
Represented by
THE KATZ AGENCY
28 JANUARY 1952
Uxadio
dV
Qjitm
COPYWRITER-
PRODUCER
looking for
position with
progressive
agency
or client
SPECIALTIES
cigarettes
beer
hair tonic
proprietary drugs
gasoline
motor oil
many other
consumer
products
10 years in advertising agencies
Age 34 — Married, Two Children
Contact Potential —
Experience, good appearance,
mixes well,
speaks and
thinks on his feet
Good basic planning man
Resume for appointment
upon request
BOX 00
SPONSOR
510 Madison Ave., N. Y.
metropolitan centers, can do. The pat-
tern is being repeated for judicious ad-
vertisers in areas like New York City,
Chicago, San Francisco, Houston, Seat-
tle, St. Louis, and other key markets,
where the nearby "community" station
often stacks up well against the "big
city" outlets in local listening, at frac-
tional cost.
Frequently, the addition of the out-
standing "community" stations sur-
rounding metropolitan centers in which
a network or national spot radio cam-
paign is being conducted will cost only
an additional 3 to 10%.
Is it worth it?
Agencies and advertisers can judge
for themselves from a 1950 survey con-
ducted in Old Gold's problem market.
Orange County, by a local Los An-
geles ad agency. During the first week
in January, some 2.500 phone calls
were made to radio homes, both day
and night. Here's how Santa Ana's
KVOE, ace-in-the-hole for Old Gold,
showed up in over-all share of audi-
ence:
ORANGE COUNTY (CALIF.) RADIO
LISTENING, JAN. 1950
Station : Weekly-share of audience
KPI, L. A 7.2
KXX. I.. A 5.6
KVOE, S:,nla Ana 4.2
KKCA. [.. A 2.8
KIIJ. L, A 2.8
KJII'I , 1.. A 1.9
KVOE had out-pulled all but two of
the big Los Angeles stations!
Of course, nobody — least of all sta-
tion managers of the nation's "commu-
nity" stations, and their station repre-
sentatives — recommends use of fringe-
area stations as a substitute for buying
big powerhouses. Even though KVOE
gave the L. A. stations (see figures
above) a good run for their money, it
was still in only part of the big-station
coverage areas.
However, to ignore the community
station, for the sake of a few dollars
and some timebuyiwg effort, is to over-
look a useful supplement to any big
spot radio campaign.
Now, let's look at the dollars and
cents aspects of buying time on a sta-
tion like KVOE.
First, let's check prices on the two
stations who top KVOE in its Orange
County bailiwick, KFI and KNX. On
50,000-watt KFI, basic NBC affiliate,
the Class "A" one-hour rate is $700.00.
KFI station breaks, on a 26-time basis
in Class "A" are $118.75 each, before
discounts. On CBS-owned, 50,000-watt
KNX, the Class "A" one-hour rate is
$650.00. Station breaks on KNX, on a
2G-time basis in Class "A" are $120
each, before discounts.
On KVOE, whose 1,000 watts
reaches most of Orange County's 69,-
700 families and 67,541 car radios
(as of mid-1951), the rates are bar-
gain-basement by comparison. An
hour in Class "A" time on KVOE costs
$60; chainbreaks are $3.25 each on a
26-time basis in Class "A" time. In
other words, about 6.5% of what the
big stations charge.
This kind of competitive cost, plus
the 4 r r -plus share of listening that
KVOE can show in its own territory, is
what has led advertisers like Colgate,
Old Gold, Chrysler, Pontiac, Ford, Fol-
ger's Coffee, Bireley's, Murine, Hudson
autos and other national and big re-
gional advertisers to use KVOE in re-
cent months.
However, even though KVOE's na-
tional advertisers account for about
20% of the station's revenue, not all
community-type stations can match
that figure. In other fringe-area mar-
kets, there's plenty of room for other
national advertisers — if they'll take the
1 8 THOUSAND
TELEGRAM
REQUESTS
. . . tell their own
success stories
Bob Trebor's "BEST BY
REQUEST" is the highest
rated local afternoon disc
jockey show. Listeners
have sent in 18 THOUS-
AND telegram requests in
2 l / 2 years.
IN ROCHESTER. N Y
Represented Nationally by
THE BOLLING COMPANY
OU MIGHT WALK A MILE
i 6/2 MINUTES' - M
UT...
YOU NEED
THE FETZER STATIONS
TO PACE WESTERN MICHIGAN
Here are some of the reasons why WKZO-TV is
Western Michigan's greatest television value — why
WKZO-WJEF are Western Michigan's greatest
radio value:
WKZO-TV is the official Basic CBS Television
Outlet for Kalamazoo and Grand Rapids. It thor-
oughly covers a big Western Michigan and North-
ern Indiana 24-county area — which includes inten-
sive primary service to Kalamazoo, Grand Rapids
and Battle Creek — with a net effective buying in-
come of more than two billion dollars. Further, a
new Videodex Diary Study made by Jay and Gra-
ham Research Corporation, using the BMB tech-
nique, offers smashing proof that WKZO-TV de-
livers 54.7% more Western Michigan and North-
ern Indiana television homes than Station "B". r
WKZO-WJEF are acknowledged leaders in their
home cities of Kalamazoo and Grand Rapids, as
well as in rural Western Michigan. BMB Report
No. 2 shows that WKZO-WJEF have increased their
unduplicated rural audiences tremendously over
1946 — up 52.9% at night, 46.7% in the daytime.
WKZO-WJEF give unduplicated day-and-night cov-
erage of more than 60,000 families in the Grand
Rapids area alone! Best of all, WKZO-WJEF cost
about 20% less than the next-best two-station com-
bination in Kalamazoo and Grand Rapids, yet de-
liver about 57% more listeners!
Write direct or ask your Avery-Knodel man for the
whole Fetzer story, today!
* Michael Pecora, walked a
utes, 27-1/5 seconds in Hew York City on February 22, 1932.
WJEF WKZO-TV
N GRAND RAPIDSi 1&P A in WESTERN MICHIGAN , ^4 , N KALAMAZOO
and KENT COUNTY
(CBS RADIO)
and NORTHERN INDIANA
and GREATER
WESTERN MICHIGAN
(CBS RADIO)
ALL THREE OWNED AND OPERATED BY
FETZER BROADCASTING COMPANY
AVERY-KNODEL, INC., EXCLUSIVE NATIONAL REPRESENTATIVES
trouble to investigate the opportunities.
KVOE's mixture of folksy, farm-area
programs and urban-type local shows
is \(T\ typical of the kind of program-
ing served up daily by community sta-
tions. It is literall) the reason why
KV01 walked off with 60', of the
listening K.KI got. Here's what Dearie
S. Long, station manager <>l" KVOE.
told sponsor regarding the program-
building methods of his station:
"We produce all of our local shows
for the audience we serve. Little do we
care how many 'outside' stations ma\
be tuned-in on the dial, so long as we
are giving 'our people' the entertain-
ment they want, when they want it.
»*>I think television offers the perfect
example of an industry built on faith —
the faith of private capital in the Ameri-
can people."
JOSEPH II. McCONNELL
President, JSBC
It's programing they can't get on any
other radio station — because, what oth-
er station can afford to 'tailor-make"
shows for Orange County, California?"
for quick, easy reference
to your copies of
SPONSOR
get the durable new
Sponsor binder
looks like a million .
SPONSOR
510 Madison Aye
New York 22
costs only
*4.
□ $4 one binder
□ $7 two binders
Please send me Binder holding 13 issues and bill me later.
Same
Firm
Address
City Zone State ....
A typical day on KVOE shapes up
like this.
To open the station, there's the
Spanish Hour with Paul Barber
( known to his listeners as Senor Pab-
lo), from 6:00 to 7:00 a.m., six days
a week. Then comes more wake-up mu-
sic programing, and at 7:45 a.m. the
first of the four-a-day Orange Empire
Reporter. This is a KVOE news show
that serves up the latest local news,
citrus crop information, weather re-
ports (vital to Orange County's $30.-
000,000 citrus crop), and other local
happenings.
Later in the morning, when KVOE
is serving both the rural audience and
the 45,000 people living in Santa Ana.
there are telephone-request record
shows, household hints on a program
called Dearie's Den, and two late-morn-
ing audience-participation shows, La-
dies Day in Studio A and E-Z Living
(see picture on page 33).
The KVOE afternoon is filled, in ad-
dition to MBS and Don Lee network
service, with local record shows, salutes
to neighboring schools and colleges,
and reports on local sports. At other
times, like Saturday mornings, the lo-
cal moppet set are enthralled with
Orange County School Kids Quiz and
Musical Playroom. Late at night, there
are 10:00 to 12:00 midnight disk
jockey shows, tailored to local tastes.
Throughout the year, if there's a big
local special event, or if there's impor-
tant news to the community and the
county, KVOE is on hand to report it
in a hurry. It's listening that Orange
County listeners dont get from the big
L. A. stations.
As station manager Deane Long
summed it up for sponsor: "When
someone asks us 'what can you do to
command a listening audience, under
the guns of all those big-city stations'
we've got dozens of convincing an-
swers."
Still, after checking several leading
station representatives who handle
suburban stations, SPONSOR feels that
there's much missionary work to be
done at the agency level for the com-
munity station. Despite the often-con-
vincing answers of the Deane Longs of
broadcast advertising, the average
sponsor and agency can't be troubled
to investigate this kind of spot radio.
If the Old Gold success on KVOE is
an example, the extra effort is often
worthwhile in terms of extra com-
munity sales. * * *
SPONSOR
yj hat makes \)(/REC lead the parade?
LISTENERS!
What makes the most listeners?
Program superiority . . .
plus operational perfection.
CONSEQUENTLY WREC'S
HOOPER RATINGS
AVERAGE HIGHER THAN
ANY OTHER
MEMPHIS STATION.
28 |ANUARY 1952
Maxwell House Coffee
Joins The Swing To
WDIA in Memphis
weekly on Tan Town i
Ci
HOOPER
y: Memphis. 1
RADIO A
UDIENCE INDEX
Months Oct.-Nov. '51
Time S
ts WDIA
B C D E F G
M
BAM-6PM
3.2 24.2
.1 | > 4 12.3 8.1 6.0 4.2
MEMPHIS WDIA
John E. Pearson Co.. Represent
SEPARATE BUT EQUAL
WERD
Pre
ve
A
Moot Souther
n Point in
Atla
nta
Sep,
rate but
qua I"
—that fam
DUS ph
!*<.?
>ut
ne true, H
(or
WERD
in May.
8:00
AM to 1
! No
Mo
Ida
1 rh
ough Frid
ay. WERD 23.2,
Statio
n A
Represented nationally by
JOE WOOTTON
ROUNDUP
i Con tinned from page 49)
for Orphans and Underprivileged Chil-
dren."' It featured local disk jockeys
and TV personalities in hundreds of
cities teaming up with local Jaycee
chapters to raise funds. Among the
leaders was WABB, Mobile, which
originated the tour as a public-service
feature last year. This year, through
WABB's efforts and the Mobile Jay-
cees, the tour became nationwide. Na-
tional publicity was climaxed by a
half-hour kick-off show on 8 December
starring Jimmy Durante. Bob Crosby,
Johnnj Desmond, and others.
in markets under 250,000 population.
Hanna will also assist Davis in the
creative end of the firm.
Gillham Advertising Agency, Salt
Lake City, marked its 40th birthday
anniversary last month with an em-
ployes' dinner. Marion C. Nelson,
president, presented special recogni-
tions to veteran employes including
Lon Richardson, senior vice president
(20 years) ; Dan H. Leahy, artist (20
years); Clair Lindgren, artist (13
years) ; J. R. Furner, production man-
ager (12 years) . Nelson has been with
the agency 31 years.
over WIP, Philadelphia. This combi
nation of radio, TV and newspaper as-
sociation started 16 January with Phil-
A newspaper columnist is sponsored Newest offering in the Thesaurus li-
by a TV set manufacturer and dealer brary program ser ies is Date in Holly-
wood slated for late February release
to local station subscribers. The quar-
ter hour program, a musical-variety
type, stars vocalists Gloria De Haven
and Eddie Fisher with Hugo Winter-
halter's orchestra. This big-name show,
readied for advertisers on Thesaurus-
subscribed stations, is one of the cost-
liest library features made, according
to RCA Recorded Program Services.
adelphia Inquirer columnist, Frank
Brookhouser airing Frankly Speaking
on Monday, Wednesday and Friday,
6:15 to 6:30 p.m. Co-sponsors: Tele
King Distributors, Inc., and Vic Hend-
ler. Philadelphia Tele King retailer.
John M. (Jack) Snyder, managing
director of WFBG, NBC, in Altoona,
Pa., is a very happy man. The Dia-
mond brothers, WFBG entertainers,
who are under the personal manage-
ment of Snyder, recently won NBC's
Talent Search, Country Style. Program
sponsor: RCA Victor. The prize, a re-
cording contract, goes to the Diamond
brothers, on WFBG some 15 years.
Phil Hanna. singing star of CBS-TV
Bride and Groom, is also in the busi-
ness end of the trade. The youthful TV
star recently joined Phil Davis Musi-
cal Enterprises, Inc., N. Y., as vice
resident and director of new business
MEN, MONEY, & MOTIVES
{Continued from page 6)
Networks are infinitely wise today,
after these 20 years of piloting their
ships through the shoals of partisan
politics. So, too, with most of the old-
er local station managements. (New-
comers among station licensees are
somewhat prone to repeat old mistakes
of bald censorship.) Advertisers have
also been smartened up through the
past two decades and right now we
find one of the insurance companies
insisting upon a disclaimer line in a
CBS newscast, explicitly stating that
CBS alone is responsible for the choice
P'
H
ouisewives ciiase
Jkase JVL
O21 one ot£reei£ w , in
MINNEAPOLIS - ST. PAUL!
ty&i, Spot 7etevi4io*t SdU (faxUf
'po* 'pcvitfoi 'pacta, rftA:
Free & Peters, inc.
Pioneer Station Representatives
Since 1932
NEW YORK CHICAGO DETROIT
ATLANTA FT. WORTH HOLLYWOOD SAN FRANCISCO
4?
Fitting a Medium
to a Market
Covers ALL
off the Rich
ntral
Write, Wire, Phone
or
Ask Headley-Reed
are you wondering
WHAT TO DO
in '52?
Use AM Radio
in non-TV markets
21 yrs. of dependable
service
7&e Avt THodq Station
GjliiftUN
IKGUOKRHfl
Night &. Day Night & Day
MONTANA
THE TRF.ISl RE STATE OF THE 4fl
I of items, and tin- editorial emphasis.
* * *
Lateh. news that Westinghouse
would sponsor the full array of NBC
telecasts of the major 1952 party con-
ventions, that Philco would do the
same on CBS-TV. that ABC-TV and
DuMont both were seeking similar
ileal- has stimulated some radio-TV
critics to adverse comment. The criti-
cal point is this: politics is. or ought
to be, "sheer public interest" and paid
for, as such, by the broadcasters. It
was ""unsuitable" that advertisers
should lift the tab, or that facilities
should be hawked at a profit. But the
industry does not take the accusation
of "abdication of responsibilits" too
seriously. It is just the latest articula-
tion of the old. old. old argument that
whatever was "sustaining" was some-
how more admirable than whatever
was "commercial." Regardless of the
merits of this thesis, considered as a
debating side, it is simply not now.
nor for a long time past, the custom
of the country and there is singularly
little evidence that the public, or even
the more intellectual segment of the
public, gives a hoot whether political
pick-ups are sponsored or not.
* * *
Historically it may be that there
were at least three instances of "col-
lusion" between the broadcasting and
business communities on the one hand
and a given candidate on the other. In
1932 when Roosevelt first ran for the
presidency, long-memoried Democrats
still think that the "top brass" of the
networks of that day were pretty frank-
ly pro-Hoover in their private and pro-
fessional lives. Even so it was never
documented that radio tycoons, what-
ever their personal preference, failed to
hedge their practices against a Demo-
cratic victory. While some Democrats
were in a vindictive spirit in early 1933
F.D.R. elected to forgive and forget.
The worst cases were in California
and New England, respectively. In
1935 highly dubious use was made of
radio (and all other media) in order
to exclude Upton Sinclair from the
California governorship. Later still
that improper Bostonian, John Shep-
ard. Ill, attempted, with greater can-
dor than sense, to pledge his radio sta-
tions to unapologetic pro-Republican
policies. He was slapped down, and
the resultant "Mayflower Decision"
was long political scripture, until re-
cently modified. • • •
TV PACKAGERS
[Continued from page 32)
TV network time, he has to buy a des-
ignated TV program that's alreadx in
the spot. This, in turn, is either a net-
work-built show or a packaged show
where the network has bought the re-
sale or co-producing arrangement with
the original producer.
Some independent producers even
feel that, by January 1953, the two
higgest TV webs, NBC and CBS, will
have as much as three-quarters of their
nighttime schedules under their sales
thumb. These two TV webs are also
expected to control as much as ')()',
of their daytime schedules, particular-
ly with big. multi-sponsor shows.
This situation would evaporate
quickly enough if: ( li network TV
time became more readily available.
I 2) advertisers could not afford to buy
the designated shows, were forced to
shop elsewhere for lower-cost vehicles.
(3) the supply of shows that the net-
work could re-sell did not materialize
fast enough.
Still, no matter how many or what
kind of shows are available to a spon-
sor, there will always be times when
video-minded clients will feel that noth-
ing in sight fills the bill. Then, a cli-
ent either goes into another medium,
or else hatches his own show. Usually,
these shows (see chart, page 32) are
designated around a specific sales idea,
or are a showcase for some sort of
client-owned "selling symbol" such as
Betty Crocker, or Elsie the Cow, or
Chiquita Banana. Sometimes they're
built around a client-owned radio for-
mula with the agency doing the labor.
Building a show this way is not a
cheap solution to programing worries,
and is often done because it is the only
way out. Often, too, the ratings of cli-
ent-built shows are nothing to brag
about. Only two client-built TV shows
are in Videodex's 1-7 December "Top
20." They are the 13th place Gillette
Cavalcade of Sports and the 20th place
Lucky Strike Hit Parade.
Meanwhile, what of the independent
packager's future in TV?
To answer this question effectively.
HEADACHE? u»u
film spot problems to TELEFILM Inc.
SPONSOR talked to leading package pro-
ducers, agencymen, 4-A officials, and
network executives. This was how the
consensus shaped up:
Packagers — Have regained the crea-
tive-building edge now. and don't in-
tend to lose it. More flexible than the
networks, they are a steady source of
useful, "commercial" programs based
on simple formulas, often at low cost.
Networks — Are further ahead in TV
now than they were in radio, and are
beginning to compete heavily with
package producers for everything from
ideas to sales rights. Restricted by
time availabilities, adjacencies, etc..
tbev still have the edge in producing
the TV extravaganzas, have more TV
program money to spend in develop-
ing new properties, talent, and big
shows.
Agencies — For the most part, agen-
cies are reverting in TV to their old ra-
dio role of "supervisory control" of ei-
ther network-built or packager-built
shows. Some of the big ad agencies
are maintaining large TV staffs pri-
marily for prestige reasons, occasional-
ly package a show only for a client
who wants a specific, unique type.
Clients and Stations — Client-built
shows are tending to follow the agency
pattern, generally. Station-built net-
work shows from TV affiliates are fall-
ing in line with the policies of the
parent network, but are doing well.
With high costs forcing many shows
out of the big producing centers to
lower-cost production areas, such as
the recent Miss Susan Philadelphia
origination, stations may play a great-
er creative role. * * *
KIPLINGER
(Continued from page 35)
Changing Times about four years ago,
but it was only 12 months ago that
circulation manager James P. Connell
called in the Albert Frank-Guenther
Law Agency to help boost readership.
In an experimental spirit, Account
Executive Bob Day initiated the mag-
azine's air advertising with spot TV.
He bought TV participations in early
1951 on the Ted Steele Show over
WPIX, New York City, then began ex-
panding into other TV markets. In
Chicago, it was participations on the
Bob and Kay Show over WENR-TV;
in Philadelphia, participations on the
Ernie Kovacs Show over WPTZ-TV;
and participations on WXYZ-TV, De-
28 JANUARY 1952
^SYMBOL OF THE BEST IN BROADCASTING
IN NORTHWESTERN OHIO
PIONEER IN OHIO RADIO. . . I'm the sym-
tCPX) \ bol of WSPD because WSPD is OHIO'S
ll^ ^>>X PIONEER STATION. And, this powerful first sta-
tion in Ohio has been the 1st Station in North-
western Ohio for THIRTY ONE Consecutive
Years. Hooper, Neilsen, every rafing service
Proves WSPD is the top dialing habit of
300,000 radio families. When you BUY
RADIO in Northwestern Ohio BUY "SPEEDY",
WSPD, Ohio's Pioneer Voice of Radio for
31 years.
PIONEER IN NORTHWESTERN OHIO TV
WSPD-TV pioneered the television industry in
Northwestern Ohio and our 85% share of
audience is significant of a job well done. We
have carried all networks and have pro-
grammed to suit the majority of over 1 50,000
TV sets in our area, insuring sponsors of Point
of Impact for every sales message. It's "Firstest
with The Mostest" in Northwestern Ohio TV
with "SPEEDY", the TV PIONEER.
I'm on my way to round up more facts for
broadcasting buyers in Northwestern
Ohio. REMEMBER . . . when you see
"SPEEDY" it means SPEEDY
m
<Z4 -^■^ mi ^ r ^^~ ■ bPttDY it means bfttUY
s \^33^7rf ESULTS on RADIO or TELEVISION in
%-^J * NORTHWESTERN OHIO & SOUTHERN
NORTHWESTERN OHIO & SOUTHERN
MICHIGAN. CALL YOUR KATZ MAN or
TOLEDO and ask about "SPEEDY"...
and SURE SALES.
WSPD
AM-TV
^Re
presented Nationally
by KATZ
Mr. Willis J. Alm'ekinder,
/'resident of First Federal of Rochester,
at his favorite task —
W^^Pf
i^SSm
^
m m
How First Federal of Rochester
Quadrupled Assets
When First Federal of Rochester, N. Y., started local
sponsorship of the Fulton Lewis, Jr., program on radio
station WVET, assets were $11,500,000. Today, after
nine years of continuous sponsorship, assets are $46,-
000,000. Obviously this increase is not attributable to
the program alone. Good management, alert business
practices, and many other factors enter into the pic-
ture. But, in the words of Mr. Willis J. Almekinder,
President of First Federal, "A great deal of the success
in reaching new savings customers is due to the fine
audience which Fulton Lewis, Jr., reaches.
"Numbering over 200,000 people in Rochester, it is
made up of thinking, hard working, conscientious citi-
zens who are interested in America and who believe in
such fundamentals of good citizenship as thrift. In our
regular check of where our new business comes from,
Fulton Lewis, Jr., has consistently rated at the top.
Our sponsorship has generated a great deal of good
■will toward First Federal."
The Fulton Lewis program is a Mutual Co-op Program
available for sale to local advertisers in individual
cities at low, pro-rated talent cost. Among the 623
sponsors of the program (on ^^^^^
370 Mutual stations), there
are 55 banks and savings
institutions. Since there are
more than 500 MBS stations,
there may be an opening in
your locality. For a proved
and tested means of reaching
new customers, check your
Mutual outlet — or the Co-
operative Program Depart-
ment, Mutual Broadcasting
System, 1440 Broadway, New
York City 18 (or Tribune
Tower, Chicago 11. Illinois).
M
troit, KFI-TV, Los Angeles. One vari-
ation was the purchase of participa-
tions on the John Harvey radio disk
jockey show over KGO, San Francisco.
The experiment in air advertising
ran for six months, but, as Day admits
candidly, subscription results were
"only fair." So, in August, 1951, Kip-
linger decided to try a different tack —
both in the commercials and in the
medium. They decided to advertise a
give-away offer of a sample copy to
each person who wrote in to the sta-
tion; and they decided to use radio
entirely.
In Chicago, Kiplinger used the
Housewives' Protective League Paul
Gibson Shoiv over WBBM; another
HPL show on KNX, Los Angeles; the
Galen Drake HPL program on WCBS.
New York City; and the Alfred Mc-
Cann husband-and-wife show on WOR,
New York City, among others.
"The results were so satisfactory,"
recalls Day happily, "that we knew ra-
dio was for us. That December, we ex-
panded into 60 radio stations, using
largely HPL and breakfast participa-
tion shows. We even tried news shows,
but that didn't work so well. Women,
by far, have been most ready to send
for sample copies of the magazine."
The agency's timebuying approach
has been what can be called "gradual
rotation." That is to say, Kiplinger
will buy participations two to six times
a week for a month or so of one pro-
gram. Then, the agency will wait un-
til they feel they have reached that au-
dience and used up the potential. Then,
comes a shift to another station. This
rotating formula is similar to that used
by many leading food and drug adver-
tisers, who feel they periodically "use
up" audiences.
Day feels radio participation shows
have worked well for Kiplinger for two
reasons:
1. The very nature of the aural me-
dium has stimulated listeners to use
their imaginations when the commer-
cial describes highlights of Changing
Times articles.
2. M.C.'s presiding over morning
participation shows usually deliver
their commercials in a friendly and
relaxed manner.
It was this second reason which en-
couraged Kiplinger to try the Dave
Garroway show. "Besides being a big
name on an early morning show," says
Day, "Garroway had the informal, re-
laxed approach we felt was best for
SPONSOR
our needs. Cur commercials call for
him to pick up the magazine, and ex-
amine it before the camera, .1- though
he were a friendl) neighbor giving you
.i,K i< e. He tells the \ iewers, This is
a nice and interesting magazine . . .,'
and that's the neighborlj viewpoint we
want."
Kiplinger has been supporting its ra-
dio « iili large-scale newspaper adver-
tising and a mad promotion < ampaign.
Today inquiries will be followed up
with similar direct-mail efforts.
Kiplinger will also keep an interest-
ed eye peeled on its fellow sponsor,
Kenwill Corporation, of Cleveland. On
the week of the L8th of Feb] uary, Ken-
will (via W. Earl Bothwell Vgenc) I
will make it- debut on Today to ad-
vertise it- Magikoter Paintroller, a new
device for spreading paint on surfaces
with the use of a roller.
\. sponsor wenl to press, the Pure-
Pak division of Detroit's I x-l ell-( I
Corp. had al-o Mailed t'oi a \\cekl\ seg-
ment of Today, starting on the 28th
of January.
Kiplinger's TV future depends on
the final results of the L3-week acid
test of Today's mail-pull. But, as Day
says firmly, "Regardless of the TV
show's outcome, you can quote Mr.
James Connell, circulation director of
Changing Times, and imself as being
sold on radio's impact as an advertis-
ing medium for building magazine cir-
culation." * * *
...THERE'S RADIO
I Continued from page 37 I
lives of the seven Detroit radio stations
\\ 1 1 J . WW J,CKLW,WXYZ, WEXL,
WJBK and WKMH — which have
pooled ideas, effort and monej to make
the Motor City more radio-conscious.
Perhaps the first cooperative effort of
its kind, it represents an expenditure
of over 81.000.000 for radio time,
newspaper advertising, and cai cards.
Since the campaign has been extended
tn Man h \'>~>2. even further funds have
been allocated. The Charles Stout
agen< y of 1 Detroit is aiding in handling
the advertising.
Focal point of the Detroit campaign
i- the "Wherever you go . . . there's
Radio!'' slogan. This phrase (origi-
nated b) Committee-member Art Glos-
ter of CKLWi runs repeated!) through-
out all the promotion. It has been
used 21 times dailj b) each Detroit
station, aside from the \ersions of it
28 JANUARY 1952
at 50,000 watts
gives advertisers the
GREATEST
COVERAGE
at the
LOWEST
RATE
of any Major Station in the
DETROIT
AREA
s powerful radio voice is hitting a 17,000,000 population area in
-nportant states and is open to advertisers at the lowest rate of
major station in this region. A tremendous buy for action and
s that is establishing new records daily. Get the facts now.
50,000 WATTS at 800 KC.
Guardian Bldg. • Detroit, Mich.
Adam J. Young, Jr., Inc. ^ J. K. Campeau
National Rep. President
MUTUAL
Available for
Co-Sponsorship
1952 TELECASTS AND
BROADCASTS OF THE
WASHINGTON SENATORS'
BASEBALL GAMES
Opportunity for National Advertiser seeking
impart in the great Washington Market - -
Washington, D. C.'s hottest audience-getter
may be shared with the Chr. Heurich Brew-
ing Co., whose sensational gains with Old
Georgetown Beer in 1951 (when less than one-
third of the home games were televised) in-
spired this year's decision to telecast all home
games. Of the 77 home games, 71 will be tele-
easl at the peak audience potential — nights,
Saturday and Sunday afternoons, and holi-
days. Ail home and away panics (154) will
be broadcast. Co-sponsorship of both features
is offered as a package.
Information will be gladly — and quickly —
supplied when identity of prospective co-
sponsor is revealed as an acceptable firm with
non-competing product or service
For cost and other details.
Henry J. Kaufman & Associates
^ravertii in a
1419 H STREET, N. W. DISTRICT 7400
WASHINGTON 5, D. C.
SPONSOR
which the local personalities weave in-
to their own shows. It appears in the
newspaper a. Is and car cards, along
with clever cartoons showing how ra-
dio gets around: in the barn while you
milk the cow : in a cabin in the woods
so you and the bear can both hear it;
on the kitchen sink to beguile the
plumber; even with you when you
float around on your magic carpet.
The slogan has even appeared on De-
troit television screens.
"Wherever you go . . . there's Ra-
dio!" has been made into a song with
original lyrics by a WJR talent team,
"Pie Plant Pete" and "Bashful Joe."
Such a response has this catchy, folk-
type tune elicited that BMI has pub-
lished sheet music on the song (see
page 38).
The heaviest portion of the Detroit
campaign is being carried by radio
itself. The radio copy voiced by De-
troit announcers hammers home sev-
eral significant points. Here are ex-
cerpts :
"Most Americans would find it hard
to Hie without a radio. Radio has be-
come perhaps the most typical Ameri-
can habit. More of a habit than the
Sunday drive (we own more radios
than automobiles). More of a habit
than taking a bath (we own more ra-
dios than bathtubs).'''
"Your radio was silent for 10 sec-
onds! Did you miss it? . . . that's proof
again that radio is a part in your
American way of life."
"Radio brings you the iveather. the
temperature, correct time . . . and
brings the world to your fingertips. It
can warn you of danger and help you
in time of need. It can alter its serv-
ices within seconds . . . to meet a
changing condition.''
The "Wherever vou go . . . there's
Radio!" phrase is not copyrighted, and
the Detroit Committee lias encouraged
other stations and broadcasting groups
to make full use of it, even offering a
kit of details and materials to those
interested. The Associated Tulsa
Broadcasters Association — consisting
of Tulsa stations KVOO, KRMG,
KOME. KAKC, KTOL. and KFMJ—
used the same theme in a recent mu-
tual promotion effort to stimulate ra-
dio listening and timebuying. Stations
throughout the country have displayed
eager interest in and have made use
of the "Detroit Plan" in one form or
another.
Perhaps the biggest hypo to spread-
ing the "Wherever you go . . ." idea
nationally was given by the World
Broadcasting System, which built an
entire sales promotion drive around it.
In September, this transcription firm
announced that it was launching "a
campaign designed to reawaken the na-
tion to the wonders of radio." To help
radio stations tie in easily with the
drive, they obtained the cooperation of
16 top national radio personalities,
each of whom transcribed what they
call a "Sell Radio" announcement. Ex-
ample: "Listen — this is Andre Baruch.
Wherever you go . . . there's Radio!"
Robert Q. Lewis. Lanny Ross, Bud
Collyer, James Melton, Ted Husing,
Bert Parks and Guy Lombardo were
among others cutting disks. Not only
the 850-odd World-affiliates but some
600 additional stations as well received
a disk containing these announcements
gratis from World. Enthusiasm on the
part of stations for this move is run-
ning high. A typical reaction comes
from Knoxville, where all the stations
— WROL. WNOX. WBIR, WKGN and
WIBK — have been participating in the
campaign. WROL as spokesman for
the group says: "The management of
these stations feels, as do so many oth-
ers in the industry, that it's time radio
was used to 'sell' itself. Knoxville is
glad to join the industry in 'tooting its
own horn'."
Cleveland is likely to be the next city
in which a major new radio-promotion
plan will blossom. Representatives of
all eight Cleveland stations— WDOK,
WERE. WGAR, WHK, WJMO, WJW,
WSRS, WTAM— have established a
Cleveland Broadcasters Committee
which is currently laying down plans
to promote radio in that city. They
have conferred with the Broadcast Ad-
vertising Bureau in New York, which
proffered ideas and suggestions as part
of its new radio-promotion service.
Whatever plans are formulated in
Cleveland are likely to resemble the
comprehensive promotion plan which
the BAB itself is now completing. To
be released in about two weeks, this
"Radio United Plan" will embrace au-
dience promotion and public service,
as well as promotion of sales. Radio
United will embody the best features
of all the group plans now active, ac-
cording to Jack Hardesty, BAB promo-
tion director, and all the 960-odd BAB
stations will be invited to participate.
In Rochester, the Radio Broadcast
Management Council, representing sta-
tions WARC, WHAM, WHEC, WRNY
and WVET, is making a concerted
drive among timebuyers, emphasizing
results an advertising dollar can pull
on radio. It has adopted an emblem
which reads: "When You Tune in Ra-
dio, You Tune in Sales" and which ap-
pears on mailing pieces they are cur-
rently sending out. "When You Get
Her Ear. You Get on Her Shopping
List," says one of the Rochester slo-
gans. During the month of January,
28 JANUARY 1952
THE
STATIONS
CBS AUGUSTA, GA.
WIT. POP. 179,272
ill d h m ?^
ft l\ 1/ If H-BOMB PLANT *
CAMP GORDON
85,000
ABC COLUMBIA,S.C.
MET. POP. 144,000
n OU g ftTTackson
NBC COLUMBUS, GA.
U/ h A 1/ ?"' P ° P ' l69 ' 921
ft 1/ n In ftTbenning
42,000
rVBML
NBC MACON, GA.
BIBB CO. 136,300
PLUS
WARNER ROBINS
Mr. Tom Carson
Benton and Bowles
New Yorl; City
Dear Tommy:
Folks like you likes ter find places
whur folks is amakin an aspendin
money. Well, be
f^Du
sure ter 'elude
Ary<c^y
tli hometown uv
W /^
WCHS in any
sech list yuh
makes. Yessir,
Tommy, Charles-
ton, West Virgin-
MmiiWrt
j ny, is a reel brite
rv<rTff*r^wi¥r
spot fer folks
mxIJUujqLIIwTj
with sumpthin
ter sell. Frin-
stance, th' sales
1
^■*-«"'tf\ ll
in department
stores in Charles-
GET jlWMJ
ton is arunniii
yo li l\%'\\
durned near 30
MORCM \\
percent ahead uv
thanH II
ALL II
whur they wuz a
year ago! Now
TH6 11
OTUtKV) II
thet means jest
&P^2lL
one thin fer a
WJ£&>,
feller like you —
. thet this here is
99JK&ZZi^^
a good place ter
^GTS!?'
advertize! An'
'member, Tom-
my! WCHS gives
yuh more uv these
big spenders then
all th' other four
Stations in town put tergether!
Yrs.
Algy
w c
H S
Charlesro
n, W. Va.
Rochester circulars will go to more
than 1.500 timebuvers, locally and na-
tional.
Other stations ha\e expressed the
"let's promote radio" fever differently.
WTOP, Washington, 1). C, intro-
duced a new slogan. "On radio, and
onl) on radio, can you hear. . . ." For
three weeks, it started most of its
promotion announcements with this
phrase, then mentioned the program
or service to be plugged. This "radio,
and only radio" idea is in line with
the growing awareness that radio has
something special to offer in the way
of service and entertainment. WTOP
devoted the equivalent of $1,000 worth
of air t'nie per week to the messages.
KLAC, Hollywood, devotes $1,500
monthly in radio time to a promotion
scheme angled to help local radio gen-
erally. It makes no direct pitch for
business, pointing to the fact that it
currently is sold out. The transcribed
announcements it runs have a helpful,
good-will-building appeal.
WTMJ. Milwaukee, runs newspaper
ads beginning, "Radio is still as new
as each day . . .", which point up the
vitality of the medium.
The radio industry patently has tak-
en to heart the old saying, "Who will
adhere to him who will not adhere to
himself?" Ad men themselves are
much impressed with the air of re-
newed excitement and confidence per-
vading the radio business. Radio has
passed through its period of uncertain-
ties, readjustment and self-appraisal.
But now, aware that its force for ser-
viceability and sellability is in no way
impaired, it has embarked on perhaps
its most exciting and imaginative job
of medium promotion. * * *
MR. SPONSOR ASKS
{Continued from page 45)
250 will have on the studio audience.
There are certain shows to which a
studio audience is necessary, and if an
admission charge will considerably les-
sen the number of people attending,
this could prove harmful to the pro-
duction.
Lastly, there must be an adequate
control of any money thus collected to
insure that it will be distributed to
worthy organizations.
Guy Lombardo
Radio & TV star
New York
COME ON IN . . .
fo</fos7//te/
.and right on Time!
KFSA
Every day, piopU llv*
KBRS
f/vunqda/e
In Canada
more people listen 'to
CFRB
Toronto
regularly than to
any other station
*T"he 1950 BBM figures show
1 CFRB's coverage as 619,050
daytime and 653,860 night time — more
than one-fifth of the homes in Canada,
concentrated in the market which ac-
counts for 40% of Canada's retail sales.
CFRB
Representatives:
nited States: Adam J Young, Jr. Incorporated
Canada: All-Canada Radio Facilities Limited
SEAL OF APPROVAL
[Continued from page 36)
vidual publishers or broadcasters, or
both.
ARF, as an impartial, non-profit re-
search body, cannot actively solicit in-
terest among stations and networks.
But it opened the door wider to radio
this December when its Board of Di-
rectors was revised to provide for
media representation, including radio
men. Already, CBS has subscribed
$2,000 to join the revamped ARF. It
is hoped that other networks and indi-
vidual stations will subscribe to ARF
and become familiar enough with its
activities to want to have ARF under-
take research projects for radio.
At present, however, the ARF is al-
most unknown to radio executives, a
SPONSOR survey indicates. This re-
port, therefore, is designed to acquaint
both radio men and advertisers with
ARF and its potential for radio re-
search.
Actually. ARF facilities have been
available to radio since its inception.
But it has never become very familiar
to broadcasting research men. Simi-
larly, consumer magazines have never
actually had an ARF study done. But
it has had wide use among newspapers,
farm publications, business papers,
Canadian consumer magazines, trans-
portation advertising, and executive
management publications.
The ARF was originally created by
the ANA and AAAA, each of which
contribute $7,500 annually to its op-
eration. Under the old set-up, media
were not represented on the board but
participated in administering specific
media studies. Under the recent re-
organization, however, participation
has been opened to any medium, ad-
vertiser, or agenc) approved by the
ARF board, and media now has an ac-
ta r voice in the Foundation since six
media representatives are in the proc-
ess of being elected to its tri-partite
board. Advertisers, agencies, and me-
dia are now equally represented by six
members each on the board.
Subscription rates range from $150
to $2,000 yearly, depending upon ad-
vertising income, billings, or advertis-
ing expenditure of the subscriber. The
ANA and AAAA remain in the ARF
as founder subscribers and will con-
tinue their $7,500 contributions. In
addition to the opportunity that sub-
scribing gives them to aid in improve-
ment of research standards, subscrib-
ers get other benefits. For example,
the ARF proposes to conduct confi-
dential appraisals of media research
and issue reports to its members. Sub-
scribers can use these reports to keep
tabs on the validity of media claims.
The Foundation services also include:
supplying advisory opinion preceding
media studies, a supervising and vali-
dating service, confidential appraisal
of media reports I available to ARF
subscribers only) and continuing read-
ership studies.
H. M. Warren, then chairman, made
the Foundation's new interest in air
advertising apparent at the annual
ANA meeting last September when he
offered the services of the organization
in helping to solve the rating service
dilemma. But this gesture is of no
significance right now because it is
dubious whether radio interests would
come up with funds to finance the
lengthy investigation necessary. The
immediate work of the ARF would be
to supervise special research studies
commissioned by radio.
One key advantage of having ARF
supervise or "validate" research is that
this cuts down on the expense neces-
sary to make sales. Time which a
salesman might have to waste proving
that his pitch is based on valid data is
saved because clients know ARF has
certified the facts. Chief disadvantage
from the point of view of any medium
is that all the facts uncovered in ARF
research must be revealed, even if they
are negative for the medium. Too, it's
more expensive to have ARF supervise
research because of the added man-
hours required for supervision.
Here's the way ARF might go about
making a study for a network, based
on the approach it's developed for
printed media. Suppose network A
wanted to discover to what extent sales
had actually been increased for cli-
ents as the result of sponsorship of 10
of its programs. This is the probable
procedure:
1. Network explains desired studv
to ARF's Board of Directors. Board
decides whether project is of broad
enough nature to fulfill the basic ob-
jectives of the ARF (always a cri-
terion before it enters any study).
2. With the project accepted, the
board chairman appoints an adminis-
trative committee to manage it. Com-
mittees consist of advertiser, agency,
and media representatives. An ARF
staff member is assigned by the Foun-
dation's managing director to act as
project manager in charge of admin-
istrative details.
3. ARF managing director and
technical director draft statement of
the study's objectives and submit it to
28 JANUARY 1952
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the administrative committee for ap-
proval. This step assures agreement on
the objectives of the research.
4. ARF managing director and
technical director submit rough speci-
ficalions of field work to private re-
scan h organizations which seem best
suited for the project.
5. On the basis of replies from pri-
vate firms, one is chosen to make the
study.
6. I he selected research organiza-
tion generally makes actual field tests
of two or three research techniques
under ARF staff supervision. (This is
done when the study is of a new type
as would be true in this hypothetical
case.)
7. Administrative committee and
the ARF technical committee study re-
sults of tests and the technical commit-
tee chooses the survey method which
proves most accurate and practical in
determining relationship of listening
to sales.
8. Field work is conducted by the
research organization with on-the-spot
ARF supervision.
9. Results of field work, findings,
and tabulations are audited by the
ARF.
10. ARF writes and publishes re-
port I regardless of who comes out on
top — and all smart media buyers know
that everybody can't be first) and
gives it ARF seal of approval.
Salesmen for network A may then
visit clients armed with promotional
material based on the ARF report.
Provided that the facts have added up
to a strong sales story, they can enter
client offices confident that selling will
be easier because there's no question
of accuracy to explain away. Promo-
tional material prepared as a result of
the study must have ARF approval
prior to distribution and the Founda-
tion encourages the fullest use of its
findings.
sponsor surveyed promotion men
from printed media which had used
ARF research, got comments like
these:
"ARF validated research gave me
an answer to advertiser cries of 'Oh,
God, another survey.' " Fred Lessner,
promotion and business manager,
Chemical Engineering.
"ARF supervised research is like
asking a publisher to hand the ARF a
scalpel, hop up on the operating table,
and tell them to start cutting. How-
ever, readership studies of our busi-
what Mr. Blaugrund. dec
of southwestern furniture men and
head of this region's largest furniture
store, has to say about KROD. Our
station has been selling furniture,
appliances and housewares for this
outstanding store since the day
KROD went on the air. It can do
a good sales job for YOUR product
or service, too.
RODKRICK BROADCASTING Corp.
DORRANCE D. RODERICK
President
VAL LAWRENCE
Vice-Pres. and Gen. Mgr.
ialeable
SERVICE
Service is one of the basi<
theme songs of BMI. Broad
casters in AM, FM and T>
are using all of the BMI ;
to programming . . . " '
and useful program continui-
ties, research facilities, expert
guidance, in music library
operations, and all the other
essential elements of music in
broadcasting.
Along with service to the
broadcaster, BMI makes avail-
able to its 2,881* licensees a
vast and varied repertoire
ranging from rhythm and
blues tunes to classics. BMI
is constantly gaining new out-
lets, building new sources .
music and constantly «
ing its activities.
The BMI broadcast licensee
can be depended upon to meet
every music requirement.
BROADCAST MUSIC, INC.
580 FIFTH AVE., NEW YORK 19
SPONSOR
ness magazines ha\e all been favor-
able to the magazines." Bill Beard,
president of Vssociated Business Pub-
lications.
"I believe in research and think it
is important to have an impartial
board to supervise findings. It elimi-
nates exaggerated claims." Herman
Sturm, advertising and business man-
ager. Business Week.
In summary, most sales heads of
media contacted believed that it was
cheaper to pay more for an ARF-vali-
dated study than to pay the increased
cost of trying to sell a non-validated
survey. Onl\ complaint of some media
men concerns the emphasis given cer-
tain parts of the research in the ARF
reports.
Lowell McElrov. ANA vice presi-
dent in charge of media and research,
added another point in favor of the
ARF approach: "To the extent that
advertising can be made more effective
and thus more economical, more of it
will be used in relation to other means
of selling. This means a larger total
advertising pool from which radio and
other media draw. The provision of
constructive and believable research
facts is one of the best ways in which
radio can contribute to increasing the
total advertising pool as well as its
share."
What do representatives of the net-
works think about ARF? Said Harper
Carraine. CBS Radio research direc-
tor: "CBS became an ARF subscriber
because it does not want to sit back
and just criticize what others are doing
but hopes to take an active part in
making research as good as possible.
Opening ARF subscription to media
was a good idea, but it's too early to
tell what the results will be. Until we
know more about WW activities, we
jusl want to sit in on the meetings."
A research executive of another net-
work said (asking that his name be
withheld): "I'm pessimistic. Agencies
and advertisers would have to agree
lot)', thai ARF conducted surveys
were the only valid ones. And not
enough is known about the ARF and
what the) are trying to do/' (His net-
work was not now considering becom-
ing a subscriber but might do so in the
future, he added. I
On the other hand, several agency
research directors contacted were en-
thusiastic including one who said:
"It's a really great idea, and I believe
that at least the radio and TV guys
who are trying to do an honest job will
go for it."
In order to make radio and TV in-
terests go for ARF research, some
gradual method of getting their feet
wet is apparently called for. Partici-
pation of radio and TV networks and
stations as subscribers in ARF will
help acquaint them with its functions.
Then, ARF adherents hope, a pilot
study might be devised which would
seek facts on behalf of networks, agen-
cies, and advertisers jointly. The door
is also open to non-subscribers to re-
quest specific studies to be undertaken
at their own expense. This could ease
broadcasters into awareness of exactly
how ARF operates.
Main danger that the new ARF in-
terest in air advertising will come to
nothing lies in the fact that neither
the networks or ARF seem willing to
take positive steps to begin active dis-
cussions. Networks are apparently
waiting for ARF to come to them.
ARF, on the other hand, cannot make
a pitch like a commercial organization
and seems to be waiting for the net-
works to step forward.
If broadcasters ever do entrust sur-
veys to ARF, they'll probably marvel
along with current printed media users
at the accuracy of ARF methods. One-
printed media man, Business Week's
Herman Sturm, told sponsor an anec-
dote which is a striking illustration.
For an ARF study of Business Week,
a Virginia reader was selected among
those to be interviewed. The reader
maintained, however, that he did not
have time to take part in the test. The
interviewer called Al Lehman, manag-
ing director of ARF; to report the
roadblock. Since the ARF never
changes its sample test group, Lehman
called the reader from New York and
convinced him of the importance of
the interview.
Of course, the fact that ARF insures
accuracy and believability of research
doesn't mean that sellers are reduced
to the role of order takers. There's
still plenty of showmanship and sales-
manship that has to go into any pitch
based on ARF facts. • • •
TIMEBUYERS
{Continued from page 27)
Copacabana chorus.
Some timebuyers. on the other hand,
make you feel small. I've had one who
sat and read his mail when I brought
in one of my key station managers.
I'd love to make that guy squirm and
some day I will. We don't want to eat
up time in a buyer's understandably
merry-go-roundish day, but we appre-
cia e a bit of old-fashioned hospital-
ity and consideration."
In Boston
ANAHIST
through
BATTEN, BARTON, DURSTINE
AND OSBORN, INC.
OWNED AND OPERATED BY THE BOSTON HERALD-TRAVELER CORl
28 JANUARY 1952
IANGWOUVH
SELL SOtf I
r«mm
£ -3 Reasons Why
■■
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3. Inherent listener loyalty
^^^ 4. Potential buying power
^^^^W Send for a copy of
^^ "WHO'S WttO ON WEVD"
^^^ HENRY GREENFIELD
WEVD 1
7-119 ?
t 46th St.,
Don't like him but he's tops
••I can live without seeing him for the
next hundred years, but he's good.
The man I refer to really can analyze
an) t \ [>«" of pitch. He'll listen to you
carefully and spot any flaw in your
reasoning. He's quick to lop off cov-
erage jrou can't really justify. I don't
like him personally because he has the
temperament of a bulldog, but 1 have
to give him credit for keen judgement
which some other better-mannered men
lack.
This is one of the few men in the
business who really understand the re-
search facts they use. You find that a
lot of timebuyers are very hazy about
what ratings actually are and about
how to use BMB. Not this one. But
I wish he'd learn how to be more
human."
He makes his queries frank
"My favorite among timebuyers makes
his queries for availabilities specific
and frank. But some of them want
you to give them the maximum of in-
formation but then make everything
a mvstery to you. They dish out their
queries in dribs and drabs, most of it
vague, somewhat like an overcautious
poker-player who exposes only the
edges of the cards to himself. That
keeps you in the dark as to what the
account really wants and needs. But
the smart buyer gives it to you spe-
cifically and straight."
Her door is open
"She's busy but she never shuts the
door in your face. When you've got
something to say, you know you'll get
a hearing. Consequently, you do your
best to conserve her time though I'll
admit sometimes a rep abuses his priv-
ileges with timebuyers and wastes their
time. But the particular girl I have in
mind makes me feel it's only right that
I be considerate. Her open-door policy
plus her other traits like experience
and knowledge of markets and stations
make her a good timebuyer."
He knows markets
"I'm thinking of a man in a Chicago
agency I used to call on who had a
phenomena] market^by-market under-
standing of the United States. He had
traveled extensively both before and
ill! 1 he became a timebuyer and he
had a good basic educational back-
ground which helped him to under-
stand economics. You didn't have to
go to him with a long pitch about how
the people in a certain farm area were
sure bets for shows at 6 a.m. or earlier.
He knew. He'd been there.
He had a wide acquaintance among
station managers and he knew just
what he could expect from them in the
way of merchandising or program pro-
motion. I can't help feeling that his
first-hand knowledge gave him a far
shrewder feel for buying than most
timebuyers get sitting in New York or
Chicago. He didn't buy by ratings.
Actually, I suspect he could guess what
the rating was pretty closely just by
his knowledge of programing prefer-
ences.
Some of your desk-bound buyers
might have looked at ratings and dis-
carded a show with a 1.5, not realizing
that the program's main popularity
was out beyond the five-cent call line
in the country and actually had a big
and loyal audience which was not be-
ing measured.
The one thing travel had done for
this man was to prove to him that
America was a patchwork quilt of dif-
ferent ways of life, customs, condi-
tions. He knew that it often makes
more sense to have your selling pitch
attention
New York advertising agencies, film
companies, networks.
► NOW AVAILABLE <4
Experienced TV-Radio-Film Producer
& Director.
Creative — Conscientious —
Excellent on detail.
FROM SCRIPTS TO SHOWS:
Seven years experience with
Local stat'ons, networks, ad agencies;
Trouble shoo 1 in g, direction & produc-
tion — from preliminary planning to
performance.
ALL PHASES:
TV studio and agency production of
programs and commercials — live &
film. Camera work, staging, lighting,
.sound effects.
Film serif)! in g & editing — 16 & 35 mm.
Direction, announcing, narration.
SPONSOR
given by the local talent in their own
wav rather than on disks where the
voices have the wrong accent for that
He doesn't slap your wrist
"The timebuyer I'll go to bat for is
the one who has human understand-
ing when something goes wrong. For
example, there was a snafu in our
shop recently when one of the other
salesmen and I sold the same avail-
abilities on one station. Everything
was moving fast and a couple of days
went by before I told the buyer he
couldn't have the time he wanted. It
hurt the buyer because this was a spe-
cial push in that market but he showed
real tolerance.
You expect a buyer to stand up for
his rights, but what puts that jaun-
diced daub in the rep's eye is the
Barrymoorish act of wrath and men-
ace that an occasional timebuyer stages
under such circumstances — especially
if there's an account executive within
aural range. You get the impulse to
tell the timebuyer, T must be in the
wrong room; I see that I have mis-
taken the audition studio for the time-
buying department'."
He used to be a salesman
"A guy I'll always appreciate is the
top man in a New York agency time-
buxing department who used to be a
salesman himself. He appreciates your
problems and that actually works to
his advantage. One time his assistant
bought a heavy schedule on a certain
station for a saturation campaign. I
knew that station was a mistake for the
job that had to be done and that mine
was better. This wasn't just jealousy.
I had the facts. I called up this chief
timebuyer and told him I was going to
write him a letter about it and would
call him the next day. By 11 the next
morning the complete schedule was
switched to my station. I got the busi-
ness and the client got a better buy."
She knows her own aeeounts
"You'd be surprised at the number of
buyers who do their job without even
really understanding what the client's
needs or objectives are. It's not the
timebuyer's fault you can be sure but
it certainly hampers their work. But
some of them have a way of getting
the facts they need. I know one gal
who goes through a regular detective
act to find out what's in the mind of
the account executive. She'll call up a
girl copywriter she knows and find out
what was said in a copy meeting and
she'll scout around like that till she
has the picture."
She knows how to use data
"This girl has a sweet disposition but
a sharp eye for figures. She really
makes intelligent use of the data avail-
able to her. When she uses BMB she
knows that in some markets the figures
are hopelessly out of date because
there have been changes in power and
affiliation. In other markets she knows
it's still pretty good.
You can't come in to her with five-
year-old surveys and get anywhere.
You can't throw her curves, either,
with research that's slanted to make
your station look good. You may walk
in the door loaded with a survey that
shows your station was out in front by
a mile during the week of July 20th.
'So what,' she'll say. 'That's the week
there was a terrific winning streak on
for the X ball team and your station
carries baseball and sports news pre-
dominately. Why didn't you make a
survey before the baseball season?'
She spots them every time." * * *
510 MADISON
{Continued from page 8)
series to three rural co-operative power
associations in south-central Minne-
sota. The purpose behind this presen-
tation is to offset the sly innuendoes
the commercial power companies have
been inserting in their copy implying
that they have a monopoly on manage-
ment, ability, etc. (In this respect it is
interesting to note that the three asso-
ciations co-sponsoring our series are
extremely healthy — so much so that
they're years ahead in the repayment
of their investment, etc.)
Our co-sponsors have instructed us
to direct their announcements to get-
ting over the idea that they, the farmer-
members of the rural power co-ops,
have been privileged to enjoy the many
hours of fine programs sent to them
via KNUJ by their city cousins. In
reciprocity they are presenting this fine
series.
Jack H. Duncan
General Manager,
KNUJ, New Vim, Minn.
SELLING RETAILERS
I think that Joe Ward's article
"What radio should know about selling
retailers" in your 22 October issue is
one of the best and most useful articles
I have seen for radio management and
personnel in the 23 years that I have
been in the business.
I want enough copies to give to
every employee of our stations in Mon-
roe and New Orleans. Please enter my
order for 50 reprints.
Paul H. Goldman, V.P. & Gen. Mgr.
KNOE, Monroe, La.
28 JANUARY 1952
Radio sells radio
One. of the mysteries of life, so far
a> we arc concerned, was the puzzling
reluctance which broadcasters had for
promoting themselves via their own
medium.
Since everybody listens to radio, we
have argued for years that radio is in
an ideal position to further itself with
both listeners and advertisers 1>\ prop-
er broadcasts.
There have been scattered efforts.
Some stations have tried advertising
columns of the air; others have de-
scribed their behind-the-scenes picture:
others have used announcements. But
only of late has the "Use radio to pro-
mote radio'" concept reallj sunk in.
On page 37 of this issue some of the
campaigns that are taking hold are re-
ported. Most prominent is the '"W her-
ever you go . . . there's radio!" cam-
paign which is being promoted via
song, announcements, window displays,
printed ads. and even airplane stream-
ers in a host of cities. But no under-
taking anywhere is more professional
or thorough!) merchandised than the
"When \ou tune in radio, you tune in
sales," campaign currently underway
b\ the Radio Broadcast Management
Council of Rochester, Y Y. Impres-
sive brochures relating sponsor result
stories spearhead the effort.
What does this mean to advertisers?
The promotion by stations beamed at
listeners will result in more listening.
The promotion beamed at you should
result in better analysis b\ broadcast-
ers of what they have to sell, and con-
sequentl) better information on which
id base your broadcast buying.
Substitute for Red Channels
''How to keep reds off the air —
sanely'* was the title of sponsor's third
and concluding article of its widely-
quoted Red Channels series (see 5 No-
\ ember, page 32). Several methods
that would give accused talent a dem-
ocratic opportunity to tell their side of
the story, and be judged accordingly,
were proposed.
Now comes the Philip Loeb case.
Mr. Loeb has enough black marks on
his record I some of which Red Chan-
nels has recorded ) to have scared off
prospective sponsors for The Goldbergs
v hen he was a member of the cast.
Without Mr. Loeb it became quickly
salable. But Mr. Loeb maintains that
he can prove his innocence, and has
put his case before the TVA.
Thus far, the TVA has approached
this case in a dignified and sensible
manner. If the follow-through is
marked by judicial objectivity and
fact-finding a pattern may be estab-
lished that will, at one stroke, make a
>\stem of accuser-judge-jury such as
Red Channels obsolete. We have re-
peatedly maintained that advertisers
and agencies will be happy when a
system is developed that gives talent a
fair and democratic break.
Philip Loci) ma\ be proven guilt) of
communistic tendencies and acti\it\:
he may be proven innocent. Whichever
it is — we hope that TVA does it- work
well enough to serve as a standard.
The industry needs one.
Will Nielsen go Radox?
If we read rightly the settlement of
the suit that A. E. Sindlinger instituted
against Nielsen and Hooper 21 months
ago it appears that one of these days
Art Nielsen will scrap his ultra-expen-
sive Vudimeter system in favor of the
economical, speedier Radox formula.
In an out-of-court settlement in mid-
January Al Sindlinger received $75,-
003, of which A. C. Nielsen Co. paid
$75,000, V. C. Nielsen personally $1,
C. E. Hooper personally $1, and Henry
Bahmel (Nielsen's engineer!. SI.
Actually, the result was both a vic-
tory for Sindlinger and a compromise
with Nielsen. For the terms of the
agreement give both Nielsen and Sind-
linger the right to operate via the Ra-
dox method of matching station sig-
nals and thereby determining tuning-
in ratings. Nielsen is now the new
owner of the signal-matching patent,
and Sindlinger becomes a licensee with
the right to secure sub-licensees.
Sindlinger points out that for two
\ears Nielsen is restrained from ob-
taining additional licensees except
where he owns 51 % or more of the
licensee. As Sindlinger sees it. his ap-
proach will be to sell the TV city group
while Nielsen specializes in selling the
agency and advertiser — both using the
Radox signal-matching system.
It ma) be that Nielsen will stay with
Audimeter, but we doubt it. The enor-
mous cost and difficulty of maintaining
his small sample via this electronic de-
vice has been quite a cross to bear. In
our opinion. Nielsen will render a far
faster, better and expanded rating serv-
ice with the Radox patent working over
telephone company lines.
Applause
The big experiment
With 16,000,000 T\ sets in use
(about 3 to I over the circulation of
even the top magazine medium, Life)
Pal Weaver, vice president in charge
of NBC Television, figures that he
stands a good chance of putting To-
day over a- television's first earl}
morning advertising hit.
Today is no small undertaking,
and I'at Weaver has staked much of
his rapidly growing reputation as TV's
Number One broadcaster on its suc-
cess. Its concept is big: its cast for-
midable. In the face of plenty of pes-
simistic beadshaking and brickbats b)
such columnists as John Crosby, To-
day is on its expensive way.
Our hope is that Weaver, who has
pulled off mam a coup, will have an-
other. For if Today proves a satis-
factory vehicle for advertisers the field
will lie wide open for the sort of pro-
gram pioneering that both radio and
TV need. The dearth of broadcast ad-
vertising trail-blazing max. in the past,
have been due to lack of financial sup-
port to had up creativeness and cour-
age. II -<>. Today's success will bring
forth the missing ingredient.
C2
SPONSOR
YEAR 1900
In 1400, ,t sets familiar sign jmone hundreds of others was this one pictured abosc. Yiy the metal
sign tacked to the tree and the ad painted on a barn were a major part of America's advertising
effort in I 400. And in those sears it was successful advertising — it reached people!
I rom this form ot advertising, main companies grew to be today's largest manufacturers.
Iwents fise years ago, radio had its beginning and soon had its place next to newspapers and magazines
Radio itsell built great companies and made them even greater because it gave the advertisers
a new method of reaching more people more frequently and more efficiently.
loda\. television has been added and with its added impetus of sight and motion, together with
the spoken word, has already taken its place in the American "scheme of advertising." The basis of
today's successful advertising is the more modern media . . . and television is the most modern
of them all. Its full potency has not set been determined.
In Wl W I and we base found, however, that the combination of television and radio reaches
more people more often and more economically than any other combination of media. The technique i:
as new and modern as television itself.
WLW WLW TELEVISION
THE NATIONS STATION AND ITS
SERVICE
N E W YORK
B O S T O IV
CHICAGO
DETROIT
S A IV FRANCESCO
ATLANTA
HOLLYWOOD
weed
and company
TVs crazy quilt: production
facilities costs— p. 32
*"
ianw
s 25-year "gusher" for oil firm — see p. 27
%".
ftffl
n, Money
, Motives
rtr. Sponsor;
Emanuele
Ronzoni, Jr.
paqe 20
Cities Ser-
vice's 25
Years on Air
paqe 27
Station Reps
I Like
and Why
page 30
Hot Issues
This Week
:lTiR(^SERViCEl
Stores Use
Air Smartly
page 36
TV on a
$1,000,000
BMI Clinics
Hypo Local
Radio Punch
page 40
TV
Commercials
Only
page 46
Radio
Results
S
;ency
lile:
Ev Meade
paqe 56
What's
New in
Research
pag« 56
Editorials
/
CHECK WLS TODAY FOR
News — stepped up by two giant political conventions coming up,
by a lingering war situation — is more in demand than ever before!
And in the WLS-blanketed Chicago-Midwest, that demand
results in larger and larger WLS listening audiences— in two more
news broadcasts added to the already fast-selling WLS schedule.
Check today on availabilities adjacent to or within one or more of these
WLS newcasts. Some are sold but you'll find a profitable opening for
your product somewhere in these eight great sales opportunities:
NEWS ON WLS AT
45 A.M. 11:30 A.M.
7:30 A.M. 12:30 P.M.
7:45 A.M. 6:00 P.M.
(and 9:45 P.M. en Saturdays)
<
'OPfRATIOM GROCER \%t
CLEAR CHANNEL Home of the NATIONAL Barn Da
Al Tiffany
4 top men — Midwest-
trained for Midwest
listeners — deliver
these eight daily
newscasts on WLS.
890 KILOCYCLES. SO, 000 WATTS. ABC NETWORK - REPRESENTED BY JOHN BLAIR \> & COMPANY
WHEEEW
m
"Today" lands 6
sponsors; more
in offing
Cost-per-M
for "Today"
is $1.79
George Kern
named B & B
media director
Sponsors may
back book on
farm radio
Dept. store
radio users
show knowhow
CBS-radio steps
up merchandising,
signs with A&P
NBC-TV's "Today" had 6 sponsors at press-time with several others
close to signing . Among best prospects were makers of cereal, coffee,
cigarettes, clocks, frozen orange juice, and magazine publishers.
Present 6 sponsors are: Kiplinger ("Changing Times" magazine); Excello
Corp. (milk containers) ; Kenwill Corp. (paint roller) ; Anahist ; Curtis
Publishing. First commercial announcement on "Today," for Kiplinger' s
"Changing Times," drew 50,200 requests, by final tally .
-SR-
First week rating of "Today" was 5.3 (American Research Bureau). That
represented 538,000 homes, 1,129,000 viewers. Audience composition
was 20% men, 42% women, 38% children. Cost-per-1,000 for 5-minut e
segment is $1.79 . Arthur Godfre y, with simulcast of morning show now
carried 4 days on CBS-TV (10:15 to 10:30 a.m. EST), t opped "Today" in
first week . Godfrey's rating was 12.4 (ARB). Sponsor is Lever Bros.
-SR-
Benton & Bowles chief timebuyer, George Kern, has been named to one of
3 newly created media director posts at agency. He will work on all
media — not just AM and TV — for group of accounts. Probably first
time major agency has elevated timebuyer to over-all media role, move
is step toward greater recognition of radio-TV-buyers . Kern has been
with B & B since 1941, will work under over-all supervision of H. H.
Dobberteen, vice president in charge of media.
-SR-
Leading manufacturer of farm machinery has expressed willingness to
put up $5,000 towards turning out book on how much farm radio can do
to sell goods. Other manufacturers as well have expressed interest in
backing project, designed to aid all present and potential sponsors.
-SR-
Leaders among department store air advertisers know how to use radio
effectively, knowhow shown by NRDGA radio contest winners proves (see
page 36). Standout among them are Schuneman's, St. Paul; Milwaukee
Boston Store; Wyman's, South Bend, among others. Wyman's has been on
WSBT, South Bend, since June 1947, with main objective to "sell spe-
cific merchandise," as well as promote store name.
-SR-
As predicted by SPONSOR (17 December, "The new network merchandising
era is here"), CBS has stepped up its merchandising a ct ivit y, signed
recently with A&P for in-store promotion of CBS sponsors (details page
35). Pilot operation for CBS merchandising is Red Skelton show, which
gives sponsor special merchandising services in order to make one-
shots effective. In addition to merchandising provided free by CBS,
one Red Skelton sponsor (Pepperell, 2 January) spent $60-70,000 for
tie-ins with radio (via Benton & Bowles). CBS merchandising special-
ist, Ralph Neave, worked closely with agency.
«R, New York 22.
t SPONSOR Public!
. Baltimore, Mil.
. Circulation Offlc*
REPORT TO SPONSORS for 11 February 1952
New Ziv show Frederic W. Ziv's "I Was a Communist for the FBI" is scheduled to go
sells in 236 on air 30 March, had been sold in 236 cities at presstime . Here's box
cities to date score on sales: 125 or 53% were direct to stations; 26 or 11% to
banks; 20 or 8.5% to industrial firms; 19 or 8% to bakeries; 12 or
5.1% to auto dealers and same number to appliance dealers; 22 or 9.3%
miscellaneous. Ziv expects minimum of 400 cities sold by airtime.
-SR-
Radio upped When new Benrus spot radio and TV schedule is complete, there'll be
in new Benrus greater emphasis on radio than last year , SPONSOR learned. Over-all,
spot schedule Benrus budget has hit all time high of $3,000,000, with 75-80% of con-
sumer money going to air media. Budget hike follows sales growth of
Benrus ( from $16,000,000 net sales in 1950 to $20,000,000 in 1951 ) .
Survey by independent research firm disclosed percentage gain in unit
sales was higher for Benrus than any other watch firm.
-SR-
APS enters Associated Program Service has entered TV film distribution with cat-
TV film alogue of over 500 educational motion pictures produced by Encyclopedia
distribution Brittanica Films. APS vice president and general manager, Maurice B.
Mitchell, reveals films will be revised for TV, packaged in related
series ; Mitch will push films intensively to advertisers and stations
throughout nation . Encyclopedia Brittanica Films is probably best
known educational movie firm.
-SR-
ABC plans more ABC plans more saturation audience-promotion campaigns like one just
aud. promotion completed in 5 cities where it has & stations (New York, Chicago,
campaigns L.A. , San Francisco, Detroit). Campaign, for 9 soap operas, lasted 3
weeks (starting 21 January), included ads in 6 newspapers and exten-
sive announcement schedule. Newspaper ads appeared away from radio
pages, had editorial format with emotional-appeal heads. Thinking be-
hind approach was that soap opera listeners do not turn to radio page
to find out about time or station since they already have formed hab-
its. So, to get new listeners, ads were placed on pages where women
are likely to turn .
-SR-
Columbia Records Columbia Records today (11 February) launched test radio campaign ,
launches test using 5 markets, in connection with firm's latest promotional wrinkle
AM campaign — "Your LP Record Preview." Latter is LP platter containing excerpts
from new records of month. Radio copy is built around fact that con-
sumer cannot only hear this monthly digest in record stores but can
also borrow platter for home listening. Markets are Cincinnati, Pitts-
burgh, Providence, Springfield, Mass., and Washington, D. C. Columbia
hopes to prove to dealers that radio is best means of putting across
preview idea .
-SR-
N.Y. AM stations Case for continued strength of radio listening has vigorous exponents
stating radio's in New York market, with WOR study of AM listening following close on
case vigorously heels of WNEW listening vs. looking study (see P. S. , page 22). WOR
reveals that average quarter-hour AM audience in New York is larger
today than 5 years ago and that 60% of TV set owners spend time lis-
tening to AM by day, ov er 50% listen at night .
SPONSOR
Get this. ..he wants a "reasonably
priced show with real big-time
Hollywood production values."
What shall I say?
Say yes. . .then call Consolidated
and ask them to airmail us a print
of "The Best Things in Life/'
Right! "The Best Things in Life" does
have the distinction of being a realistically
priced telefilm series with major- studio
quality.
And why not! Scripts are by Bill Roberts
... a motion picture writer with two
Academy Award nominations to his credit.
Direction, casting and camera work are all
supervised by top Hollywood craftsmen.
Story fine? Emotional conflicts that side-
track our pursuit of happiness. Adult
drama to keep your viewers - or customers
-at rapt attention from beginning to end.
"The Best Things in Life," a New World
Productions release, is available as a 15 or
30 minute show . . . with a complete story
in either case. An audition print and full
information may be had by calling
Consolidated Television Sales
A division of Consolidated Television Productions, Inc.
Sunset&VanNess,Hollywood28,H09-6369
25 Vanderbilt Ave. , New York 17, MU 6-7543
612 Michigan Ave., Chicago 11, MI 2-5231
DIGEST FOR 1 1 FEBRUARY 1952
VOLUME 6 NUMBER 3
Villi/ oldest net sponsor sticks to radio, music
Cities Service celebrates 25 years on air, has spent $18,000,000 during
that time, got highly successful music shows
Reps I Like rind Why
TV's crazy quilt: facilities costs
What are the hot issues this week?
These department stores do top jobs on the air
air is demonstrated by winners in
Can 81,000,000 buy a big TV campaign?
BlftM Clinics spark local showmanship
SPONSOR INDEX: JILY-DECEMRER 1951
Small advertisers on TV
A SPONSOR look-see into the successful use of TV by advertisers with
limited budgets. How they do it. The results
What every young timebuyer should know
Should transcriptions be tagged on the air?
SPONSOR survey reveals pro and con arguments on the tagging of
34
38
MEN, MONEY & MOTIVES
510 MADISON
NEW AND RENEW
MR. SPONSOR: E. RONZONI, JR.
P. S.
MR. SPONSOR ASKS
TV COMMERCIALS ONLY
ROUNDUP
RAD.O RESULTS
AGENCY PROFILE: EV MEADE
WHAT'S NEW IN RESEARCH?
SPONSOR SPEAKS
COVER: Maintaining musical approach con-
sistently, Cities Service will celebrate 25 con-
tinuous years on NBC on 18 February. Here
(I. to r.J bandmaster Paul Lavalle, M. H.
"Deac" Aylesworth (who landed Cities Service
&' NBC client while president of the network
and is now the same firm's air consultant),
and veteran announcer Ford Bond.
>er Gler
Editor & President: Norman R. Gler
Secretary-Treasurer: Elaine
Executive Editor: Ben Bodec
Managing Editor: Miles David
Senior Editor: Charles Sinclair
Department Editor: Fred Birnbaum
Ass't Editors: Lila Lederman, Richard A.
Jackson
Contributing Editors: Robert J. Landry. Bob
Foreman
Art Director: Si Frankel
Photographer: Jean Raeburn
Vice-President- Advertising: Norman Knight
Advertising Department: Edwin D. Cooper
(Western Manager), George Weiss (Trav-
eling Representative, Chicago Office), John
A. Kovchok (Production Manager), Cynthia
Soley, John McCormack
Vice-President - Business Mgr.: Bernard Piatt
Circulation Department: Evelyn Sarz (Sub-
iager), Emily Cutillo. Joseph-
> Vill,-,-
Reader
. Davis
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Published biweekly hy SPONSOR PUBLICATIONS INC..
I, inr, I .till) TV. Kve.ulivc. K.lilorial. Circulation ind
VdvetUsniE om.-.-s: .'.111 Madison Ave.. New York 22.
N. V. Tele I,.. MI rray ll.ll 8-2772. Chicago Office:
161 E. Grand \ ve. . Suite 1 in Telephone SI |.erior 7-9883.
West ('nasi Ofttee: HIIS7 Sunset Iioulevard. Lo« Angelea.
Tele, ne Hillside Siisu Printing Office: 3110 Elm
Ave.. Baltimore 11. Mil. Subscriptions: United Statu
Primed in' I: S. A. Address all curreauomlenc* to 5U
Mii.ll-i.n AvMit.c New York 22. N Y. C.myright 1952.
SPONSOR PUBLICATIONS INC.
"Outstanding
results with
KWKH"
>ays MASON JACKSON, JR.
he Mason Jackson Company, Shreveport
MPORTANT LOUISIANA FOOD BROKER
The Mason Jackson Company is one of the best-known
food brokerage houses in the Louisiana-Arkansas-Texas
area. It is a hard-hitting organization headed up by a
man who knows selling. This is what he recently wrote us:
in
V-'omplete coverage of a trading area brings out-
mding results. That has been our experience with
WKH's complete coverage of Northwest Louisiana,
mthwest Arkansas and East Texas, the Ark-La-Tex.
s food brokers, serving this vast area, we have
;en well pleased with the results obtained for our
oducts.
(Signed) Mason Jackson, Jr.
KWKH DAYTIME BMB MAP
Study No. 2— Spring 1949
KWKH's daytime BMB circulation is 303,230 families,
daytime, in 87 Louisiana, Arkansas and Texas counties.
227,701 or 75.0% of these families are "average daily
listeners". (Nighttime BMB Map shows 268,590 families in
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi
and Oklahoma counties.)
KWKH
A Shreveport Times Station
Texas |
SHREVEPORT! LOUISIANA
0,000 Watts • CBS
The Branham Company
Representatives
Arkansas
Henry Clay, General Manager
that's what
you like about
the South's
Baton Rouge
Name your index — and Baton
Rouge stands out as a quality
market. Take retail sales — up
285 r 'i in a decade. Take effec-
tive buying income: $5167 per
family and $1519 per capita,
each 15% above the U. S. aver-
age. Take bank deposits — up
370.5% in a decade. Take in-
dustrial expansion — $127 mil-
lion will be spent in 1952 by
just 12 of Baton Rouge's indus-
trial firms. Take population —
up 257% in a decade.
With exclusive NBC and local
programming, reaching the larg-
est overall audience of any sta-
tion in the market, WJBO effec-
tively delivers one of the na-
tion's fastest growing trading
areas. For sales activity of your
own, come South to WJBO.
AfnilATED WITH THE STATE-TIMES AND MORNING ADVOCATB
FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES
GEORGE P. HOLLINGBERY CO.
6
.fcl,llM|
ill lit s
by
Robert J. Landry
Storm clouds overhead
An advertisers' counter-offensive against present high studio costs
in big-town, big-time television production is clearly in the making.
Quietly but actively the issue is being primed for full-dress panel.
discussion at the spring convention of the American Association of
Advertising Agencies at White Sulphur Springs, W. Va., April 3, 4,
5. Breakdowns and itemizations from as many fellow-agencies as
will supplv data are being collated right now by a special 4A's com-
mittee under the chairmanship of Walter Craig of Benton & Bowles.
How far the agencies go, in the end, will depend upon the reac-
tions — and the instructions — of their clients. The point seems to be
that the agencies have already sensed account uneasiness as more
and more TV advertisers come to realize, in more and more detail,
precisely how video production diverges from the long-established
practices in the radio studios.
Agencies clearly don't want to be caught, in a somnambulant
posture, between the new fiscal \vays and auditing philosophy of the
networks on the one side and the question-asking trend of their
clients on the other side.
Disputes between networks and agencies as to TV studio charges
and extras are commonplace today. The significance of the Craig
For another article on this subject please see page 32)
Committee report now in preparation lies in the spotlight it will
throw, finally, upon the TV practice of adding "overhead" to practi-
cally every piece of gear used in a studio. The 4A's, or an influential
segment thereof, wants the matter thrashed out and resolved.
* * *
Naturally there are two sides. The nets have argued that they are
heavily in debt, that the whole burden of video development has been
borne by the broadcaster rather than the advertiser. Hence — runs the
network credo — TV has a cost-accountancy tailored to TV condi-
tions. Radio is as radio does — and the comparison is not too mean-
ingful.
* * *
Here's the sort of thing they quarrel about: Typically three cam-
eras costing $250 an hour, whether for rehearsal or air, rate only
one boom. Yet almost any show requires a second boom, so as not
to constrict the movement of actors out of one camera range into
another. Why, ask the agency dissidents, should the client have to
(Please turn to page 66)
SPONSOR
THE FIRST NATIONAL TELEVISION
NETWORK IN LATIN AMERICA!
In March 1952 CMQ-TV will inau-
gurate its National Television Network,
which will cover 80% of the Cuban ter-
ritory-a market of over FIVE MILLION
consumers Besides the Havana station,
now in actual operation, FOUR other
television stations will be in operation
in Matanzas, Santa Clara. Camagiiey and
Santiago de Cuba.
CMQ Television now offers the ad-
vertiser, THROUGH ITS NATIONAL
NETWORK, total and efficient coverage
of the Island of Cuba - THIRD NA-
TION OF THE WORLD IN TRADE
WITH THE U S. AND FIRST IN
LATIN AMERICA.
M.lrhnr lin- ,; I. In.- I '. 1.-..-I '., l'I„;„. \... ),,,),- (),,l. .V. 1.
LOCATION AND POWER OF STATIONS
STATION
CHANNEL
POWER
HEIGHT OF ANTENNA
ABOVE SEA IEVU
RADIATED
VIDEO
POWER
AUDIO
HAVANA
6
S000 watts
385 feet
9382 W.
18765 W
MATANZAS
9
soo „
760 „
1507 »
3015 ••
STA. CLARA
5
5000 „
1020 „
8439 »
16878 »
CAMAGUEY
6
500 „
650 „
896 »
1793 »
STGO. DE CUBA
2
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f CMQ-TV SELl
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1 EOR YOU
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IN CL
ba... le:
11 FEBRUARY 1952
HE OUTBUFFALOES BUFFAL
The Range Rider, in fact, outscouts 'em all-
Buffalo Bill, Dan'l Boone, Kit Carson, any of the
other heroes of the early American frontier.
Fringed buckskin, moccasins and all, he's as ready
with his wits as with his six-guns and fists.
This six-foot>four-inch pioneer is just the man
to bring down your television cost-per-thousand
... to give you a top-dollar viewing audience
at a cost in nickels.
The Range Rider's first series of half-hour films
for TV has been sure-fire. (We'd be pleased
to show you the score to date in 21 of the
nation's major television markets.)
Now a total of 52 films is available to advertisers,
all of them made especially for television
by the same production unit responsible for
Gene Autry's topflight TV series.
If you act quickly, your competitors' chances
aren't worth a plugged nickel. First-run rights
are still available in many of your best television
markets. Just ask your CBS Television Film Sales
representative about The Range Rider today.
CBS TELEVISION FILM SALES
ALSO AVAILABLE: The Gene Autry Show, Strange Adventure,
Cases of Eddie Drake, Holiday in Paris, Barber of Seville,
Betsy and the Magic Key, Vienna Philharmonic Orchestra,
Hollywood on the Line, and World's Immortal Operas.
7000,000
lete lastyear!
*6,936,406 1o be exact^almost
all containing proof of purchase.
That's one letter every 4.6 sec-
onds, day in day out, 7 days a
week, 52 weeks a year. A record?
Of course it is! And it's also an
indelible record of CKAC's faith-
ful listenership. Our bulging
mailbags prove our point: CKAC
gets results — at lowest cost per
listener.
I
CBS Outlet In Montreal
Key Station of the
TRANS-QUEBEC radio group
[CKAC
MONTREAL
™ 730 on the dial • 10 kilowatts
Representatives:
Ml J. Young Jr. - New York. Chicago
Omer Renaud & Co. — Toronto
i
adisan
QUO VADIS VIDEO?
With all the recent concentration on
where radio listeners are hiding these
days — kitchens, bedrooms, automo-
biles, etc. — there is a trend in televi-
sion set location that might as well be
brought to light.
Television sets are being relocated
from sunrooms, dining rooms, play-
rooms, and believe-it-or-not, placed in
the bedroom. In fact, the bedroom
may suddenly contest the living room
because of its viewing comfort and
real relaxation possibilities.
This trek to the bedroom is especial-
ly visible in homes and apartments
with both an old 10- or 12-inch set
and a new large screen model.
Rather than accept the few dollars
that dealers are willing to give for the
trade-in, many owners prefer the mul-
tiple advantages of keeping the old set
and moving it to the bedroom.
What are some of the advantages of
such a set-up? First, the bedlam of
Howdy Doody can be isolated in one
part of the house; second, child vs.
adult program squabbles disappear
rapidly; third, the amount of health-
ful rest the body can enjoy in bed takes
a big jump upward.
What effect this trend will have on
late hour commercial techniques or
programing would be hard to assay, if
in fact there should be any effects at
all. The average number of weekly
viewing hours very definitely jumps,
however. And program enjoyment is
decidedly enhanced. Ratings on who-
dun-its and psychological dramas
should jump also because people feel
safer in bed.
All in all, it's a real luxury and if I
know the luxury-loving American peo-
ple and their TV dealers, bedroom
viewing is in for some important pro-
motion once the word gets around.
Tom Wright
Dundes & Frank, Inc.
New York
FILM COMMERCIAL TECHNIQUES
We were very favorably impressed
with the recent reprint which we re-
ceived from your magazine entitled
"How to blend film commercial tech-
niques" (sponsor, 19 November,
1951). We thought the material was
well put together and very usable.
We would appreciate receiving any-
thing further along this line. And also,
we would like our name entered on
sponsor's subscription list. We would
like our subscription to start as soon as
possible, and request that you bill us
at that time.
Helen Alexieve
Radio/TV Director
MacWilkins, Cole & Weber
Portland, Oregon
DOLCIN PATENTS
The following will, undoubtedly, be
of interest to your readers:
"Validity of Dolcin patent acknowl-
edged by Rhodes."
"Rhodes Pharmacal (Canada) Lim-
ited, J. M. Inwood Limited and Field-
well Products Limited acknowledge the
validity of the Dolcin patent and have
agreed to cease and desist from infring-
ing.
"In consideration of Dolcin Limit-
ed's agreeing to withdraw its infringe-
ment suits against Rhodes, Inwood and
Fieldwell, they will cease and desist
producing and selling Rhodes imitation
of the Dolcin formula by 31st Decem-
ber, 1951."
D. H. Love
Dolcin Limited
Toronto, Canada
MISS THAT SPONSOR!
Either someone's been stealing my
sponsor's, or our subscription has run
out. In any case, I miss it!
Please check your records. If our
subscription has expired, we want a
renewal quick!
Gene Key
Radio/TV Dir.
Ray Beall Advertising, Dallas
FARM RADIO
We read with keen interest your ar-
ticle in SPONSOR, "Why don't advertis-
ers use more farm radio?" We thought
it was a good picture.
Just as a little suggestion, not for
publicity on our part but for a more
thorough bird's-eye view, why not do
this: Contact the Farm Directors of
each one of these stations and get them
(Please turn to page 94)
SPONSOR
In any industry, the leader is always the target. That's true whether you're
making shoes, toys ... or turning out research reports. \
Pulse, Inc. is turning out research reports . . . the best in the industry.
That's why more stations subscribe to Pulse . . . more agencies use Pulse.
. . . than the competitive reports turned out by any other rating service! '
Pulse's number one position means that it's the target for a lot of
"snowballs." But they're easy to melt. As a matter of fact, let's melt a
few of them now.
Snowball
FACT
Snowball
FACT
Snowball
FACT
Snowball
FACT
Snowball
FACT
Snowball
FACT
"Chappell was nominated by Sydney Roslow" to serve
Special Test Survey Committee.
Excerpt of a letter from Ken Baker, civ
to Sydney Roslow: "I stepped to the ph
Larry Deckinger and Matt Chappell
Chappell was
1 the
ited . . . both\
jalified for the post .
al member of the
lireling for C. E. Hooper, I
s of c
and c
according to Pulse,
he was acceptable.
, .....^n showed
ork programs in 1949. Hooperat-
"Pulse," charges Chappell, "uses a quota-type :
viewers select the homes they visit."
Pulse uses a probability sample
of scientific accuracy. Interviewers have no cr
of homes.
"U. S. Hooperating (now defunct) and natio
close correlation in ratings of n
Multi-market ratings for
daytime: 82%;
ther than Multi-
higher. (If you
l the current picture— or the picture
send it to you.)
viewer," Mr. Breyer quotes A. C.
you try it."
tations recently tried it . . . and concluded:
nore accurate than the coincidental method,
ied out as efficiently as this, all of us can
are intended . . . without reservation."
i approved and endorsed Chappell report
Nielsen national ratings and
March-April, 1951, showed a <
nighttime: 83%. If Pulse had been national, i
market, the correlation would have been eve
would like more informatio
i-ask Pulse
three ye<
"Accompanying
Nielsen, "is a re
A group of soutl
"This type of sun
If all surveys ar
utilize surveys a:
Test Survey Con
. . . implied a reicm uu .
No member of Committee (except Chappell) approved
Chappell report. In fact, ~" -
in the ad.
mbers resented use of thei
endorsed
Anybody who wants to know the facts about his show and the audience
that's hearing or watching it, can find out by contacting
PULSE the number 1 choice
of research men who use radio
and television ratings.
the
silk hat
gets
the
PULSE • 15 West 46th Street; New York, N. Y.
*Ask Pulse to send you its analysis of Chappell's report.
11 FEBRUARY 1952
The road to ATLANTIC CITY.
[
IS
through
LJ L
a
SthTitf: £•■ -m^ X .If;]
than 5,000 v
When it's first on the dial ! Operating a
kilocycles. WFILs V00O watts provide cov
equal to twenty times the power .11 double (I
jn-.iu.il. ■■ loo, 000 watts at 1 1 JO kiloiyck
Direct Route to the Seashore
Take a shortcut to sales in the "Playground o
the World" through WFIL-adelphia. It's th-
fastest way to reach a city with 12 millioi
visitors who spend $121 million a year a
retail, including $38 million in hotels alone
Here, too, is a permanent radio-home popula
tion of 68,640. For your summer radio cam
paign, remember . . . hordes of shoppers wh
buy in Philadelphia live or relax in Atlanti
City and nearby resorts . . . and in this area c
wealth and free spending WFIL outpulls st£
tions 10 times more powerful.
d All of America's 3 rd Market
Aelvh.
1a
HAROLD E. BAGGS, Hotel Executive —
This WFIL fan is general manager of the
Traymore, one of Atlantic City's 341 ho-
tels. It's but an overnight train ride (or less )
to the shore for 90,000,000 Americans.
''//Aval t\l, (Si •»/!»;
MRS. F. BERGE, Specialty Shop Buyer-
She buys cosmetics and hosiery for Horn-
berger's, one of the city's 235 apparel
stores which sell $15,678,000 worth of
goods a year. She's a regular WFIL listener.
ALBERT N. CRAMER, Building Contractor
—In a town with 23,000 guest rooms, re-
pairs and new construction keep men like
Mr. Cramer busy all year. Like many
residents he listens regularly to WFIL.
. . .WFIL - Philadelphia's
14-County Salesman"
Atlantic City and the thriving seashore resorts
are just a few of the 147 rich urban zones in
the 14-county Philadelphia Retail Trading
Area best reached by WFIL. Your message
can be heard loud and clear by more than
4,400,000 people with buying power of
S6,981, 101,000 in this vast market. Listening,
too, are millions more in the huge bonus area
beyond. Total coverage: a zone with more
than S9 billion in buying power. You're first
on the dial in America's Third Market when
you schedule WFIL.
BIG BONUS
IN S" 5 /
WFBM-TV
INDIANAPOLIS
,*0*
INDIANAPOLIS
K\&'
WFBM Radio Is First
in Listening, Too!
* First in the morning]
•k First in the afternoon]
•k and a Great Big First at Night]
50% more listeners at night than
any other Indianapolis station.
• Hooper Ratings, Februory through April, 1951
Says W. R. Taylor, Partner
STAUB & TAYLOR APPLIANCE COMPANY
107 North 7th Street, Marshall, Illinois
"MARSHALL, ILLINOIS is a ItVFBM-TV town!"
• It's 90 miles from Indianapolis to Marshall, Illinois — but the
Hoosier capital's first station— WFBM-TV— is the station in Marshall
just the same!
And Marshall's only one community outside the WFBM-TV 60-
mile area where enthusiastic televiewers depend on this great station.
In addition, thousands of farm families, like their town and city
cousins, tune in WFBM-TV regularly!
It couldn't happen in a finer market! And it couldn't happen to
more deserving people than the advertisers on WFBM-TV! For the
cost of reaching the compact, money-loaded heart of the Hoosier
State they get a rich bonus in high-income families living 75, 100, and
even more miles away from WFBM-TV's transmitter. 1952 will be a
bigger, better, more sales producing year for your clients if they're
on WFBM-TV, too!
MJ-J.
REPRESENTED
NATIONALLY BY THE KATZ AGENCY
New and renew
11 FEBRUARY 1952
/. \<»ir on Radio Networks
AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratio,
; 16 Febj 14 wks
Rublcam CBS
,.„.• ,\ Beldlng CBS
Philip Hoi
rime Ine
Sank:. Salul.- Willi Win Klliol: Sal >»:2.-.-.i<> ,..,.: 21.
J.,ii; 2 1 wk-
Mr. t I. ..... I. .... : Th 9-9:25 pm; 21 Jan; 52 wks
IM.il;,. M.,r,i- H;,vl,„„ ., Ilr..a.lway; >.." 8:30-9 pm ;
13 Jan; <. I wks
\ Citizen \i.»- the News; M-F I n : 30-35 pm; 23 Jan;
Godfrej : >l-l
.. k-
2. Renewed on ttatlio Networhs
NO. OF NET STATIONS PROGRAM, time, start, duratio
..II...-.- 1 erry-Hanlj
godyear Tir.- £ Rul.l
CBS 188
Bill Shad.
52 wks
1 and the News;
\l!< 285
The Great
si Storj l ver I.
CBS 157
Sm„,.I,.„...
tes; Sun 2:30
rs; Sun 10:30.
pm; « Jan: .".2 wks
3. Veu« National Spot Ratlio Business
STATIONS-MARKET CAMPAIGN, start, duratio
For.l Dealers \«U.-
: Feb; 1-2 wks
K.iiv,,,, „v F. kl.ar.lt
4. National Broath'ast Sales Executives
FORMER AFFILIATION
NEW AFFILIATION
Oscar
Alasood
KLRA, Little Rock, prom m S r
Same, local s| s mgr
Harg
.r.-t Ucott
Kaiz. N. V.. member -1- dept
Sam.-. -Is sve mgr for ri
lame
T. Aubrey J
KTTV. Hlywd., ncct exec
KNXT, Hlywd., sis mgr
M.ll.
N. Babeork
WGBS, Miami, sis mgr
Same, managing .lir
Brni
Barnard
Southwest network, II Paso, sis mgr
KROD, El Paso, vp
Robe
t L. Coe
Independent management consultant,
N.I
DuMont, N.Y., -t» rclati
J. Ro
bert 1 ovlngtoi
lefferson Standard Broadcasting Co,
Charlotte (WBT. WBTV). prom mgr
Si • a "' sU ' prora vp
1 h.,r
- II. (rulrlif,
fid
Jefferson Standard Broadcasting Co,
Charlotte, vp (WBT, WBTV)
S ' • exec v * (—«•»«•
Robe
t M. Dooley
VTOW-TV, Omaha, sen sis mgr
Blair-TV. N.Y., sis mgr
i bar
- N. Erani
WIZE. Springfield. I)., stn mgr
W ING, Dayton, st„ mgr
1 •■.II
v Faust
CBS Radio, N.Y., acct exec
Same, eastern -Is mgr
Tom
S. Gallery
DuMont, N.Y., sports, news, special
events <lir
Mil N.Y., .lir - 1- fo
Held
Gill
Stn rep vp
Cill-Keefc .\ Perna, N/1
|..i,„
C. Gilmore
M(.M K.i.li.. Mlra.lions. NY. (in charge
western Pennsylvania si- »
W Mill. Johnstown, Pa.,
Ui.r
1 F. ll.illi.lav
a A. Bum
—
/i>. N.Y., sis rep (Indiana)
Paul II. Raymer Co, N.V.. member -1-
Same, dlv -Is mgr (India
ern Missouri)
Katz, N.Y., member rad
• In next issue: New and Renewed on Television (Network and Spot);
Station Representation Changes; Advertising Agency Personnel Changes
Numbers after names
refer to New and
Renew category
Margaret Alcott (4)
M. N. Babcock (4)
J. R. Covington (4)
Robert L. Coe (4)
C. Crutchfield (4)
/Veu? and renew II February 1952
4. National Broadcast Sales Executives (continued)
FORMER AFFILIATION
NEW AFFILIATION
lo„ard M. Keefe
KLRA, Little Rork. asst pron
chandising supen
Same, prom mgr
Member stn rep org
Gill-Krefe A Perna. Chi., mgr midwest office.
WFAA, Dallas. as-t mgr
Same, pen mgr
KROD, El Paso, mgr
Same, pros (Roderick Broadcasting < or,,.)
BBDO, N.Y., transcription p
od
G-L Enterprises. N.Y.. sis dir
KATY, San LuU Obispo, C
1.. romml
Same, gen mgr
WING, Dayton, prop dir
WIZE. Springfield. O.. stn mgr
WSGN, Birm.. member sis si
ff
Same, sis mgr
U.S. Army
ABC-TV, N.Y., exec asst to vp tv prog dept
Weintraub, N.Y., supervisor
»f radio
Liberty Broadcasting System, N.Y., natl sis vp
Ziv, N.Y., sis rep (Wisconsir
)
Same, div sis mgr (Wisconsin, Minnesota)
WFAA-TV. Dallas, mgr esc
spl for re-
Same, stn mgr. al.o responsible for all tv activi
WSGN, Birm., member sis st
in-
Same, mgr gen sis
KROD, F.I Paso, pres
Same, board chairman (Roderick Broadcasting
Corp.)
Concord's Inc. N.Y., adv di
DuMont. N.Y.. also sis prom, merchandising con
NARTB, Wash., chairman of
board
George P. Hollingbery Co, N.Y., vp
Jefferson Standard Broadca
Charlotte, pros dir I \\ 111
ting Co,
WBTV )
Same, asst prog, pub rel vp
arles F. Whilesides Jr
WBTV)
KTBS, Shreveport, 1
William G. Rambeati
5. Sponsor Personnel Changes
FORMER AFFILIATION
NEW AFFILIATION
lei K. Clarke
son Radio and Phonograph Cor
:1 sis mgr (south, southwest)
Mfg Corp (American Kitcher
Edw
in Dorse) Poster RCA. Camden, dir mobiliz
(RCA Victor div)
lion planning dept
ng (RCA Victor div)
a.
><>•(- Agency Appointments
SPONSOR
PRODUCT (orser
vice)
AGENCY
General Blasting Corp. Chi
Giant Food Department St
John (>. Gilbert Chocolate
William Gretz Brewing Co
II & L Block Co, S.F.
Pharmaral Co.
Co, Jackson. Mich.
Numbers after nan
refer to New a
nd
Renew category
Louis Milanl 1 - Ine,
Alex Keese
Owl Drug Co, L.A.
R. M. Dooley
Palmers Ltd, Montreal
C. N. Evans
Radiator Voire ii
R. W. Nimmons
M.o.ilcx 1 ... Santa Monic
E. S. Thomas
Standard Milling Co, Chi.
1 tlei Knitting 1 ... 1 ties
\\ i,„. Growers Guild, Led
i.i -r.
vs manufacturer
Lavenson, Phila.
zen 1
ket chain
Scelig & Co, St. L..
C. Wendel Muenrh, Chi.
sting
operations
Schoenfeld. Huber & Green, Chi.
all f.
od chain
Lamb & Keen, Phila.
jrolat
» randies
Cuy C. Core, Jackson, Mich.
tz be
!T
Scheideler, Beck & Werner, N.Y.
d am
pet products
Bernard B. Sehnltzer, S. F.
Paul-Tavlor-Phelan. Toronto (Can
dian advertising only)
Lamb & Keen, Phila.
wnat.
ne home hair coloring
Tim Morrow. Chi.
..1 1 ,
ck products div
Hewitt. Ogilvy. Ben..... X Math.
N.Y.
>d sp
>B eh
olaltj products
Leonard Shane. IV
Milton Weinberg. L.A.
metie
. beauty aids
Erwin, Wasev of Canada. Monica
amhea
i master ralves
Rand, N.Y.
ntea
hair shampoo
Mayers Co, L.A.
or. p
ii. .1
repared mixes
goods manufarliirer
Holicri*. Clifford S Shenfield, n .
\nderson & Cairns. N.Y.
Dancer, Fitzgerald 6, HcDongaJ, s.
Now! WBAL Offers a Mighty
Advertising-Merchandising Plan!
"Operation
Chain Action
ft
Otrike twice at your customer with WBAL'S
unique OPERATION CHAIN- ACTION— at
home with radio commercials, and at the point
or sale. Food advertisers guaranteed powerful
point or sale promotion in over 213 leading
chain rood stores coupled with the unequalled
power or radio advertising tor mass selling. Give
your product's advertising that needed, doubled-
barrelled impact witn C HAJN - ACT I ON.
Complete details on request:.
50,000 WATTS
WBAL
NBC IN MARYLAND
11 FEBRUARY 1952
NATIONALLY REPRESENTED BY
EDWARD PETRY& CO.
HOW TO GET THERE. . .
£4
* fullest uih
MUTUAL clients have a consistent record for getting there "fastest" — in a
sense never dreamed of by the late Nathan Bedford Forrest. And they consistently
get there with the "mostest"— in a way the old general would heartily approve.
First in homes per time-and-talent dollar among all kid-show sponsors in net-
work radio is Derby Foods, Inc., with "Sky King" on 525 MBS stations for Peter
Pan peanut butter. (And Mutual presents the mostkid shows of any network.)
First in homes per dollar among all mystery sponsors in network radio is the
Williamson Candy Co., with "True Detective Mysteries" on 515 MBS stations
for Oh Henry bars. (And Mutual has the most mystery shows of any network.)
In fact, first- in -homes -per- dollar applies to the average of all once -a- week
programs on MBS compared with the average on each of the other networks.
the mosfest
w
WITH
MISTER
PLUS
Over-riding all these "fustest" facts— and helping to explain them— is a strategic
"mostest" which no other network has matched for the past 12 years:
The Mutual Broadcasting System provides a field force of 550 affiliated
stations in markets of all sizes throughout the 48 states . . . nearly double the
mxt network 's total ... and with a selective deployability in hookups that can
assure a matchless fit to your marketing' needs.
Wherever your battle-lines are mapped out in the sales-struggle for 1952,
MutuaTs General PLUS can get you there fustest with the mostest" for sure.
the MUTUAL
broadcasting system of
550 affiliated stations
WEMP
MILWAUKEE
ONE OF
INDEPENDENT
RADIO STATIONS
MORNING
NIGHT — j
i*t t6e Ttatioaf
SOURCE: Hooper Radio Index— UnaHiliat
ed Stations Aug. Sept. 195 1. And in
Milwaukee Index Sept. -Oct. 1951.
WEMPWEMP-FM
MILWAUKEE
24 HOURS OF MUSIC, NEW
L
Emumiele Ronzoni. Jr.
Italian ""firsts" range from Columbus' discovery to Marconi's wire-
less but, strangely enough, don't include macaroni. That was intro-
duced 1»\ the Chinese and later brought to Europe by the Germans.
Now macaroni is a fixture on New World menus. Helping to keep
it there is Ronzoni. one of the leading regional brands. I In maca-
roni merchandising, national brands are a rarity, i From a 210.000-
square foot factor) Ronzoni turns out 1.000.000 pounds of maca-
roni products weekly. Behind this production is Emanuele Ronzoni's
chief sales tactic: consistent, pin-pointed air advertising.
Brooklyn-born Emanuele Ronzoni I Genoese ancestry) reminisces:
'"My Dad. now 80, started the business in 1918. At that time we sold
to grocers in bulk. This continued until 1931. In that year two
important innovations took place. We inaugurated one-pound pack-
aging; started a seven-day-a-week schedule on WOV. Our purpose:
to win over our customers, predominant!) the foreign language folk,
to the new package. Effective':* We've been in radio ever since."
Programing is as varied as Ronzoni's 55-product line, runs nowa-
days from classical music to transcribed gossip reports from Rome
(in Italian I. religious dramas, and radio announcements in some nine
Eastern cities. There are also children's and homemaker show : par-
ticipations. A recent addition is a TV situation comedy. The bud-
get, increased tenfold in the past seven years, is split up ">.V , for
TV, 359? radio, 10^5 for other media (through Emil Mogul). Esti-
mated radio-TV expenditure several hundred thousand dollars yearly.
Commercially, Ronzoni stresses qualit) and taste goodness; com-
ments that it takes three da\s from mixing to packaging to make a
single strand of spaghetti.
Radio and TV put over this sales message convincingly. Foi Ron-
zoni admits that even with machines going 24 hours daily, six
days a week it's impossible to keep up with customer demand. His
brother, \ngelo. is in charge of production.
Yet Ronzoni. devoted to his work, doesn't slacken his pace. In
L922, when he started to learn all phases of the business at the old
Ronzoni plant, he worked all hours. Now, 30 years later, he does the
same. com< - ie Saturdays, and tunes in all the firm - shows.
SPONSOR
WGY
# Serves a daily audience three times greater than that of any other station In
the Capital District of New York State. (Albany, Troy and Schenectady)
# Over 1/3 greater than the combined audience of the area's next ten top-
rated stations.
# WGY is the only NBC station in the area and the WGY audience rating for
NBC programs is impressively larger than the national average.
# THE CAPITAL OF THE 17TH STATE: Only WGY covers all 54 counties
in eastern New York and western New England — a substantial market
area including 22 cities where more people live than in 32 other states
and where more goods are purchased than in 34 other states.
REPRESENTED NATIONALLY BY NBC SPOT SALES
50,000 Watts
A GENERAL ELECTRIC STATION • SCHENECTADY, N. Y.
11 FEBRUARY 1952
SPURRED
ijcrw
With gamecock
action we are
winning sales battles
right in the heart c "
the richer-than-ever„g
Carolina Piedmont
(Spartanburg-Greenville) Area.
And, at the same time, we are
delivering the largest listening
audience on any station in
the area.'* WSPA personalities
— Jane Dalton, Farmer Gray.
Cousin Bud, Ed McGrath.
Ace Rickenbacker — plus smart
programming and the greatest CBS
shows are responsible for that!
•BMB Report No. 2.
Represented By
John Blair & Co.
Harry E. Cummings
Southeastern Representative
No. 1 CBS Station For
The Spartanburg-Greenville Market
Roger A. Shaffer
Managing Director
Guy Vaughan, Jr.
Sales Manager
WSPA
5,000 WATTS 950 KC
South Carolina's Oldest Station
SPARTANBURG, S. C.
Veir developments on .NPOVSOK stories
"How is radio doing in TV homes?"
31 December 1951, p. 25
Studies show not only cheerful fig-
ures on radio listening in a TV area,
but that radio's rost-per-thousand
continues much lower than TV's
I wo studies, released in January, throw new light on radio"- con-
tinuing vitalit) in the world's biggest T\ market. New York. One.
b) \\ \I-.W . New ^ ork. shows that radio listening in radio-TV homes
has increased substantially since 1948. the year of TV's first major
strides. The other by WOR, New York, stresses the considerably
lower rates at which radio can he bought in New York compared to
T\ . based on eost-per-thousand-homes delivered.
Stating (lath that "there is no such thing as a television home," —
bi cause a home with TV is a radio home to which a TV set has been
added and is therefore a radio-TV home — the WNEW report goes on
to prove that a TV set in the home does not remove that home from
the radio audience. On the contrary, homes with TV have — and use
— more than the average number of radio sets, says WNEW. One
reason for this is the growth of a "simultaneous audience" — individ-
uals in the same home listening to radios at the same time that other
famib members are watching television. Another is that 64% of the
TV evening audience comes from people giving up diversions other
than radio listening.
Based on Pulse and Telepulse figures for the New York metropoli-
tan area, the WNEW study points out radio listening in radio-TV
homes on weekday afternoons has increased 47% since 1948; on
weekday evenings, it has increased 28%. In the average weekly after-
noon quarter-hour, they listen to the radio more than they view TV.
Though last year saw a 71 % increase in television ownership in
New York (60% of the radio homes now have TV), there was a 9%
decrease in TV set usage during the average evening quarter hour,
while use of radio sets increased 31 ' < .
The report stresses that length of TV set ownership is an extreme-
ly important factor as related to radio listening. A recent Pulse study
showed that "metropolitan New York families owning TV more than
two years did 50% more evening radio listening and 19% less tele-
viewing than newer TV owners." However, the effect of this trend is
yet to be realized as some 60% of the TV owners have not had their
sets that long.
Claire Himmel. WNEW research director, and Kenneth Klein, sales
promotion director, who prepared the study, point out that "the
strong showing of radio in this report is based upon at-home listen-
ing only," does not take into account the big out-of-home audience
which adds an average of 17' f to radio listening in the area.
Backing up WNEW's facts, WOR's study ("Radio rates in New
York") states that between October 1950 and October 1951, there
was a 27% increase in radio listening among video families between
6:00 and 11:00 p.m.: also a 13% gain in listening among non-TV
families. It points out that despite a steady increase in the number
of TV families in the New York area, on a cost-per-thousand-homes
basis, radio rates in October 1951 were 45% lower than comparable
TV rates at night, and 68% lower than TV during the afternoon.
For instance, between 6:00 and 11:00 p.m., the quarter-hour cost-
per-thousand-homes delivered was $3.43 on radio compared to $6.24
on T\ i lime charges only; based on Standard Rate & Data rates
and Pulse audience figures I. Between October 1950 and October
19.")]. radio has held its cost edge over TV despite increased TV sat-
uration in New York. This can be attributed in part, says the report,
to the aforementioned gains in radio listening, as well as rate in-
creases 1>\ si\ of the spven New York TV stations.
SPONSOR
How much closer
to 100% can you get?
50,000 WATTS
11 FEBRUARY 1952
CLEAR CHANNEL
ON ONE STATION
PULSE has just completed its first audience measurement of
16 Western New York counties . . . Among 24 radio stations
reported, (including six Rochester stations) here's what PULSE
found:
Out of 432 quarter-hours per week:
WHAM is FIRST in 429
WHAM is TIED for FIRST in 2
WHAM is SECOND in 1
Is this dominance? Yes, indeed! WHAM's power and prestige
permit you to buy one station in this rich area and get FIRST
preference with listeners 99.3% of the time!
Ask your HOLLINGBERY man for complete details
VHAM Thest ^r Hson
ROCHESTER 3, N. Y.
GEORGE P. HOLLINGBERY COMPANY, NATIONAL REPRESENTATIVE
23
*i¥enei
l\s an agency or advertising man, you prob-
ably think or national spot radio as a form of
advertising which permits you to pin-point
your radio efforts to put added pressure on
some markets ... to ease up on others, as
circumstances demand.
As station representatives we go along with
that basic definition. But here at Free & Peters
we add other ingredients, too:
• A geographically national list of stations.
• An efficient national system of offices.
• A constant national exchange of informa-
tion, ideas and case histories ... of market
comparisons, programming techniques and
merchandising opportunities.
• A policy of nationwide travel . . . of F & P
Colonels spending hundreds of days "out in
the field" where spot radio becomes point-of-
sale reality.
• A research program that's national in scope,
to help us keep abreast of all media, of advertis-
ing trends, of significant new advertising devel-
opments in every part of the country.
This policy of "thinking big and working big"
pays off for you, for the stations we represent
and for us. here in this pioneer group of sta
tion representative
REE
Pioneer Radio
NEW YORK
FT. WORTH
F & P OFFICES
P.
ETERS, INC
evision Station Representatives
since ic)^2
HICAGO
3LLYWOOD
DETROIT
SAN FRANCISCO
EAST, SOUTHEAST
Boston-Springfield
WBZ-WBZA
Buffalo
WGR
Philadelphia
KYW
Pittsburgh
KDKA
Syracuse
WFBL
Charleston, S. C.
WCSC
Charlotte
WIST
Columbia, S. C.
WIS
Norfolk-Newport News WGH
Raleigh-Durham
WPTF
Roanoke
WDBJ
MIDWEST, SOUTHWEST
Des Moines
WHO
Davenport
woe
Duluth-Superior
WDSM
Fargo
WDAY
Fort Wayne
WOWO
Kansas City
KMBC-KFRM
Louisville
WAVE
Minneapolis-St. Paul
WTCN
Omaha
KFAB
Peoria
WMBD
St. Louis
KSD
Beaumont
KFDM
Corpus Christi
KRIS
Ft. Worth-Dallas
WBAP
Houston
KXYZ
San Antonio
KTSA
MOUNTAIN AND WEST
Boise
KDSH
Denver
KVOD
Honolulu-Hilo
KGMB-KHBC
Portland, Ore.
KEX
Seattle
KIRO
spin
Workers in the Carolinas' 2 billion dollar textile industry are
an important segment of WBT's listening audience of 3,000,000
who have elevated Grady Cole to the rank of premier radio
personality of the Southeast. Grady's knowledge of the
Carolina buying public is unmatched— his sales knack cannot
be imitated. If you have anything— repeat anything— to sell
to the Carolinas, Grady is your man.
COLOSSUS OF THE CAROLINAS
WBT
CHARLOTTE, NORTH CAROLINA
JEFFERSON STANDARD BROADCASTING COMPANY
Represented Nationally fay CBS Radio Spot Sales
11 February 1952
■
§li|) Why oldest net sponsor
sticks to radio and music
After $18,000,000 and 25 years of air advertising, Cities
Serviee is still happy with original formula
It's taken Cities Service
18.000,000 radio dollars,
a lot of dogged confidence
and 1.300 network programs to reach
its latest, biggest milestone. But, on
18 February, the big oil firm will cele-
brate its 25th birthday on NBC's radio
air. And, its unbroken string of musi-
cal shows dating back to 1927 will have
proved a Cities Service radio theory:
Semi-classical air music shows nev-
er lose their basic appeal, and can
still do an outstanding job for air cli-
ents, both in selling and in building
companv prestige.
Cities Service has plenty of facts to
back up a statement like that.
The big petroleum firm can point
proudly to the fact that its latest mu-
sic show, the bouncy, brassy Band of
America series, has played a major role
in boosting Cities Service's annual
gross into the $750,000,000 bracket,
and into the "Big 10" in the oil in-
dustry. It's done a real public rela-
tions job. just as previous Cities Ser-
vice music shows did. And, it has be-
come solidly established with the firm's
dealers and a growing public.
Things weren't always this rosy. To-
day, only a handful of the people who
will hear or see the hour-long anniver-
sary broadcast next week from Carne-
gie Hall probably will be able to re-
call the time when the going looked
rough for Cities Service air efforts.
You can practically count them on
your fingers. Executives like Cities
Service president W. Alton ("Pete")
Jones, radio-TV consultant Merlin H.
11 FEBRUARY 1952
md Ford Bond
27
Three years alter radio campaign started, sales dived; yet radio budget went up {see radio budget
200,000,000
100,000,000
1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1949 19! H
"Deac" Aylesworth. and ad manager
Tom De Bow would probably head the
list. Others who have been close to
Cities Service during its 25-year radio
progress — like announcer Ford Bond,
singers Jessica Dragonette and Lucille
Manners, conductors Edwin Franko
Goldman and Frank Black — can also
remember the not-so-good old days.
Indeed, there was a time when most
of them probably felt that Cities Ser-
vice itself — much less its radio activi-
ties — would be lucky to survive.
That year was 1930. just three years
after Cities Service had first spent
some $300,000 to bring American ra-
dio listeners the music of the Goldman
Band on 16 NBC stations. A big axe
hung over its half-million dollar air
advertising.
The stock market had collapsed, and
had practically pulled the rug out from
under the big combination of power
companies, gas companies, transit com-
panies, and petroleum firms which then
made up Cities Service.
From a booming $650,000,000 busi-
ness in 1927, gross earnings had to-
bogganed down to a disheartening
$100,000,000 or so by 1930. The com-
pany's stock had also taken a nose-
dive from its dizzy 1929 peak of $68
a share, and was well on its way to-
ward selling for as little as 75# a
share. Wall Street had just about giv-
en Cities Service, the brainchild of
financial wizard Henry L. Doherty. up
foMost in 1930.
The infant radio industry, groggy
with its own troubles, was also pre-
pared to count Cities Service a lost cli-
ent. The country was headed into an
$1,000,000
900,000
RADIO BUDGET
X
i
800,000
700,000
600,000
»
25'
lear Total
500,000
aft 000.0OO-
^^ Talent
400,000
300,000
200 000
4-
Goldman Concerts —
i V i i 1
---
__.
--
-->
4-
Highways -f
. i i
{ Bona
i
'fk
1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1
)49 I
V.
SPONSOR
Mi
era of depression, alphabet soup gov-
ernment agencies, crime waves, and
bread lines. Firms everywhere were
retrenching their radio spending.
It takes a special brand of confidence
to ride out a storm like that. Fortu-
nately. Cities Service had it. notably in
"Pete"' Jones, then chairman of the
firm's executive committee. Deac Ayles-
worth, then NBC's president, had it.
too. both in Cities Service's ability to
elimb out of its dark hole and in ra-
dio's ability to help do the job.
Together, the two men, and execu-
tives of Lord & Thomas, teamed up.
Instead of cutting out the Concert se-
ries, it was expanded on the growing
NBC web. Jessica Dragonette. the pe-
tite lyric soprano, was hired as the
show's first soloist; Ford Bond was
hired as announcer. The total radio
ad budget was upped to something like
S570.000 for the year.
Cities Service never missed a pro-
gram after that, and started on a cycle
of air budget growth and growing sales
which has never stopped I see chart,
page 28 1 . Cities Service will indeed
have something to celebrate next week.
Few radio clients can show T in their
case histories so few major unheavals.
such a scarcity of major ''overhaul"*
jobs in their programing approach.
Jessica Dragonette. for instance, stayed
with the show for seven years, while
budgets grew and sales climbed. Ford
Bond is still with the radio series. Cov-
erage was steadilv expanded, as Cities
Service (prodded by the Holding Com-
pany Act of 1935) began to divest it-
self of its power properties and go in-
to a petroleum business that today cov-
ers 32 states and foreign markets. Mod-
ernizations were made, such as trim-
ming the Concert series to a half-hour
in 1940. a year that saw "Pete" Jones
reap the reward of his vision and con-
fidence by becoming Cities Service's
top executive.
Other changes have been equallv
widely spaced. In 25 years with radio.
Cities Service has had only three ad
agencies: Lord & Thomas, from the
late 1920's (when Albert Lasker was
helping form the Cities Service air for-
mula I to about 1943; Foote, Cone &
Belding (L&T's successor firm) from
1943 to 1947; and from 1947 to date.
Fllington & Co.
During the quarter-century, too, oth-
1927 First air show was Goldmar
classical Concert series with Jessi
anniversary. 1950 Currently it's t
in '49 and '50. 1952 At 25th ,
er changes have been infrequent. In
1944, Cities Service felt that something
was needed to "freshen up" the series
of musical shows, and switched to a
string orchestra, guest stars, and the
title Highways in Melody. In mid-
1948 — with gross earnings booming
along at an annual clip of some $563,-
000.000— dealers were clamoring for
a show with more "sell." They got it,
when Cities Service reverted to its orig-
inal program type and built the Band
of America. Time changes, a trial sim-
ulcast for 13 weeks in the fall of 1949,
and the entry of the firm into spot ra-
dio and TV about the same time brings
the case history up to date.
Like many another oil firm, Cities
Service has held on tight to what it
feels is the ideal radio formula. Just
as Texas Companv sells with a mixture
of high-priced comedy (Milton Berle's
Texaco Star Theatre ) and prestige mu-
sic (the Metropolitan Opera) : Gulf Oil
sells with its Americana-tvpe We The
People: Esso Standard. Pure Oil, Sun
Oil. Richfield, Shell and Socony-Vacu-
um all keep sales rolling with spot
newscasts; Atlantic Refining, Standard
Oil of Indiana. Tide Water, and Hum-
ble sell petroleum products via spot
and regional sports shows — so Cities
Service feels that radio music shows
are right for them.
Cities Service regards radio's pow-
er with music so highly that advertis-
ing director Tom De Bow told spon-
sor last week: "A good musical series
is the one type of broadcast advertising
you can stay with successfully for 25
years."
It's all too easy to say that the suc-
cess of Cities Service's quarter-centurv
on the air lies — as it often does with
the major petroleum advertisers — in
the freedom of an institutional ap-
proach, minus the constant pressure of
having to produce sales.
Such is not the case. True, the mu-
sical shows sponsored by Cities Serv-
ice often look like the "red carpet" ap-
proach of an advertiser who hasn't
much to sell the public except his good
name. But. viewed in closeup, the Cit-
ies Service air formula is something
entirely different.
It's hard-hitting, geared to produce
sales, and carries its own weight (of
over $1,000,000) in the estimated $3,-
( Please turn to page 72 I
1930 saw launching of semi-
11 FEBRUARY 1952
PART TWO
.-•-•
Reps I like and why
I 'iniebu > ors admire salesmen who always give them faet-paeked
presentations and don't waste time or use pressure
©Cartoons about salesmen pic-
ture them with one foot in
the housewife's door. But a
radio rep salesman is like a man with
his foot in a revolving door. The pace
at which he must sell and service ac-
(ounls. always speedy, has become hy-
per-thyroid since television. Timebuy-
ers the rep calls on are now twice a>
busy as ever because they must buy
both broadcast media.
More than in main other fields, the
rep salesman is important to the buyer
in radio and television. There's no
Sears. Roebuck catalogue from which
timebuyers can select choice availabili-
ties. His only source of up-to-date
knowledge about the right buys for his
accounts is the rep salesman. The good
rep salesman is a tool of good timebuy-
ing — not just a glad-handing order
taker.
Sponsors, of course, rarely have
dealings with reps — though reps have
been known to take their case for a
schedule over the heads of the time-
buyers and account men directly to the
client. But the reps are extremely im-
portant to sponsors and the buyers on
their accounts — helping to make or
break spot campaigns. This article is
designed to give you an insight into
the rep's work and into spot radio and
TV's intricacies as well. It is part of a
series which began in the last issue of
sponsor with "Timebuyers I like and
why," and which will continue in fu-
ture issues, taking up account execu-
tives, advertising managers, and other
key figures in radio-TV advertising.
The rep salesmen described below
are actual people whose names are
withheld because the objective of this
article is not to bestow accolades but
rather to set down some workaday
principles of performance. Sources of
these descriptions were timebuyers. the
men and women who deal with rep
salesmen da) in, day out. Interesting-
ly, main of the timebuyers queried for
this article were the same people reps
cited as outstanding for last issue's ar-
ticle on outstanding buvers.
He never comes empty-handed
"There's one outstanding salesman
I deal with who never says, 'No, I have
no availabilities to fit your needs.' If I
<all him up and ask for a specific type
of time which he doesn't have, he'll
always come in to see me with some-
J. He makes written presentations
which are neat and complete.
2. If he says it, it's true; there are no
curves in the data he throws at you.
3. He knows how to use his person-
ality but doesn't use pressure.
4. When pitching for one account, he
doesn't try to sneak in a punch for
another piece of business.
5. He knows his stations and comes
equipped with full information : he
sell by enthusiasm alone.
7. He's intelligently persistent. If the
time you ask for isn't available, he
makes u logical alternative proposal.
Then he pointed to the high rating of
this newscaster and the fact that he'd
been on the station since the Year One
— and we were sold.
"B\ using that extra effort and imag-
ination, this salesman does himself and
the hu\er good at the same time. He
makes more sales and we make better
buys which in turn lead to more sales
for the sponsor. I wish more salesmen
would realize that we're happy to be
sold something that makes sense for
us. Their persistence does pay off."
cose A: The antique collector
"Ask him for a rating and he comes up
with one two years old."
cast B: The chit chat
"He drops in on you to talk. He talks
about everything— except business. That
way, he thinks, he's making you a
friend. On a busy day, you hate his
guts. And he thinks he's a charmer."
case C: The */r boy
"If the show is low rated, he says there
is no rating. If Hooper makes the sta-
tion look good one month, he'll pitch
that. Two months later he'll use an-
other outfit."
cose D: The sour grape
"If you didn't buy his stations, your
judgment is screwy.''
thing else to sell that makes sense. I
may turn him down frequently, but
sometimes we'll take that alternate buy
and be just as satisfied or more so.
"For example, we recently were look-
ing for one-minute announcement
strips between six and eight in the
morning. The salesman I'm thinking
of had none to sell us in a key market.
But he came up with a five-minute news
show three times a week. That gave us
four and a half minutes of commercial
time weekly, only half a minute less
than we'd get with five one-minutes.
If he says it. it's so
"I don't want to sound corny, but
it's the integrity of a salesman that
makes him good as far as I'm con-
cerned. Sometimes you don't have time
to go over the facts about a station
with a magnifying glass. If the sales-
man has slipped in a cumulative rating
instead of a single-show rating, you
may miss it. There are any number of
fast ones he can pull. But there are
some salesmen you can trust. They'll
sell hard, sure, but when it comes to
the fails they're straight.
SPONSOR
JjY*vdkmM CovM. fikotfc MmjiM^i
Unpopular rep salesmen use high-pressure tactics. Timebuyers don't want double talk like that being dispensed by "operator" above
"'You get to recognize this pretty
quickly and. all things being equal,
those are the boys who get my busi-
ness. The sharp-shooters sell time but
it takes them a lot longer to convince
me of anything once I catch on to
them. I'm happy to say- though, that
most of the salesmen who call on me
play it pretty square. And the squarer
they play, the more business they get."
He doesn't park in titty office
"The salesman I like is fast and con-
cise. He comes often and leaves fast.
He's friendlv but is business-like. I'm
so busy that I just can't spend time
talking about the weather even if I'd
like to. Some of these guys think a
salesman's job is to come around and
butter you up with scintillating conver-
station. That won't sell me."
He's tops all-around
"The best salesman I know of as a
model for good time selling can be de-
scribed this way:
"1. He's thoroughly familiar with
his stations' schedules, programs, and
personalities, and he has a complete
picture of markets. He does not play
his market information by ear but
comes equipped with ratings, depth of
coverage, etc. He has a keen under-
standing of the value of facts to the
buyer in making a decision which can
be justified. He's a good researcher,
always digging for success stories or
other helpful facts.
"2. He has a pleasant personality
but lavs off the pressure and double
talk.
"3. When he shows up for discus-
sion on a particular account, he doesn't
launch into a pitch about some other
{Please turn to page 92)
Most appreciated are salesmen who waste r
Salesman who's loaded with facts is always welcome, timebuyers agree
\JwklbvJUUUi. Jbx\fr WM& Mjftis
Shown here are only a few of two dozen or more types of services, facilities which an advertiser
must use to produce a TV show. Above: Set assembly. Left: Prop (stuffed deer) procurement.
Lower left: Scenery painting. Sponsors wonder at high costs, variation from net to net
TV's crazy quilt: 1
hit Mil II S LUM» r^ y -wi
spiralling network bills. Here are both sides of the sto>
ira*i* Once mesmerized by TVs
It tjS glamor, sponsors today are
beginning to lose the starry-
eyed look they had when they first
embraced live television. They're now
casting sharp looks at costs. The costs,
in this instance, being those of facilities
and production services for network
shows.
Two factors arc puzzling and irritat-
ing advertisers when they receive their
bills from the ad agency. One is mount-
ing costs; and the other is the host of
services they're paying for -including
studio rehearsals with cameras and au-
dio; film facilities; extra cameras; ex-
tra booms; set designers; hairdressers;
prop buyers I see chart on page 33).
For the advertiser harking back to ra-
.dio's simplified cost breakdown these
scads of high-priced services are fright-
ening.
For the agencies this has meant in-
creasing pressure from clients for ex-
planations. It's not uncommon for cli-
ents to refer to "runaway costs" and
to insist on knowing how long this sit-
uation will continue. Why can't it. the)
SPONSOR
a-k. be brought under control?
Probing for light on the situation.
SPONSOR sought the views of agency
executives, network brass, independent
producers, scenic designers, techni-
cians, and advertisers themselves. Each
individual, regardless of his stand on
the issue, felt the cost structure could
stand lots of clarification.
The networks say that what has hap-
pened should be easil) understandable
to the client. Advertisers, just three or
four years ago. they explain, were hesi-
tant to take a deep dip into the new
medium. So a major network come-on
was absorption of production costs by
the nets. This meant operating at a
huge programing loss for quite a
stretch. The accounting structure now,
say network executives, represents
"normal" conditions. They refute im-
plications that the process of putting
program production on a pay-as-you-
go basis includes an effort to recoup
losses.
Further, network executives attribute
the advertiser's cries about costs to his
lack of knowledge about show business.
Sponsors forget the visual aspects of
TV and ke?p in mind always the cost
of radio, they point out. Give an ad-
vertiser accustomed to a radio pro-
graming bill a tab for costumes, la-
borers, scenic designers, props and
equipment rentals, say the network
people, and you're bound to hear cries
of pain.
One thing is sure, no matter what
side you're on, the whole situation is
causing strained relations. Advertisers
protest increasingly that they're being
taken for a ride. The nets, in turn,
say they're still taking losses in certain
phases of production which they can
no longer offer free to the advertiser.
A change in policy, they admit, from
the early TV days but certainly one
that doesn't justify money-grabbing ac-
cusations.
Several network officials have com-
mented on the cost-cutting aids their
organizations offer. Included are pre-
program script examinations with the
nets suggesting scene parings and oth-
er money savers. Too, the nets offer
advertisers a firm production package
price. And. if desired, the services of
their own designers and prop shoppers.
An agency cost control supervisor in
the thick of the network-advertiser bud-
get tussle speaks up for the nets. He
told sponsor that inflation is the main
reason for cost rises. In further de-
fense o fthe network position he adds:
Comparison of network production and facilities charges per
hour
Services CBS NBC ABC
DuMont
Studio rehears,
with cameras
$325
$300 (Class A
average)
$400 (Class 1)
$200
Studio rehears.
minus cameras
or audio
$100
$80
$240 (Class 5)
$100
Studio rehears,
minus audio
$150
Not stipulated
$300 (Class 3)
$150
Prices on request
Film facilities
$150
$150
$125
Extra cameras
$50. $200 rotn.
with cameraman
$35-40, six-hr.
min. (excluding
$150-200 (excl.
cameraman)
$40, five-hr min.
(with cameraman
and asst.)
Extra booms
$25, $100 min.
$20, six-hr. min.
$10, no min.
$20, five-hr. min.
Rehearsal hall
$7.50
$5
$10
Prices on request
Use of studio
for recording
$30
$12
Prices on request
Prices on request
Set designer
$5.75
$6
$7
At cost
Hairdressers
$5, $20 min.
$5, $25 min.
$5, $20 min.
$5, $20 min.
Prop buyer
$4
$4.75
$4
$4
Wardrobe
$3
$3
$3
Prices on request
Costume finder
$4
Not stipulated
$4
Prices on request
Make up
$5
$5
$5
$10 per artist
Hairdressing
$5, $20 min.
$5, $25 min.
$5, $20 min.
$20 per artist
Special effects
technicians
$5.25
Prices on request
Prices on request
$4.75
Sound effects
$12.50
$12.50
$15
$12.50
Tech. director
Not stipulated
$7.50, min.
charge $45
$7.50; min.
charge $45
$7.50
"Network costs are fair. The networks
are just missing up in one respect.
They're doing an unsatisfactory job in
proving that charges are legitimate."'
Meanwhile. Mr. Composite Adver-
tiser looks at his champagne-priced ad-
vertising bill and screams. He's not
convinced it's just a matter of "proper
explanations." All he knows is that a
stagehand gets $2.89 an hour, the net-
work jacks it up to $4.75, and the
agency adds its lS'/i . Cost to Mr. Com-
posite Advertiser, $5.35. Multiply that
by six or 12 (stagehands) and one
facet of high TV production is made
clear. High labor costs include net-
work technicians at $4.50 an hour with
the sponsor paying for eight hours al-
though he may not need a technician
Are nets charging all the traffic
Advertisers-agencies complain
for that length of time. Costs for scenic
designers, at minimum hours, are up,
too, from $4.75 to $5.75 an hour.
"Other hidden costs are as staggering,"
reports an agency man. "You* may
have to hire a network designer even
though you don't use him. It's these
'extras' that pyramid costs."
But here's a rebuttal from another
agency's TV production department.
"We've tried it both ways and the net-
works were found to be 35% to 50%
cheaper on set designing and costumes
than outside facilities. The nets have
a large stockpile of sets and costumes
and that reduces costs."
Another agency man adds, "Order
anything from the net and it ends
(Please turn to page 84)
vill bear for TV production?
And networks retort
\cticnrks mark up labor, props
1.
Nets offer cost-saving devices and
35% to *O r ; to cover overhead.
often a firm production price.
Minimum production needs list-
2.
Advertisers get six months' rate
protection, ample service.
Employees are entitled to secur-
ed in rate manuals are deceptive.
3.
Networks' minimum hiring hours
ity of a 40-hour week. Hiring
for technicians are set without
part-timers would be difficult;
regard to sponsors' actual n£eds.
4.
Networks proride the advertiser
Even minor changes necessitate
with custom-made jobs via as-
a time-wasting routine.
5.
Any multi-show sponsor will tell
The networks must do a better
you it would be prohibitive to
PR job to show prices are just.
do production outside.
11 FEBRUARY 1952
WHAT ARE THE HOT ISSUES TH
Q Radio's count: 105,300,000 sets
Advertisers who had wondered whether radio set fig-
ures were slipping had their douhts thoroughly removed
1>\ a four-network joint survey, most sizable effort to
"count noses" in radio sets in many years. Total shown
In the studs, as of 1 January, was 105.300,000 radio sets
of all sorts in the U. S., up about 10' { from last year.
Although multiple-set buying, much of it in TV fam-
ilies, is on the increase, nearly a million sets out of the
1952 total were bought during 1951 by families who
hadn't owned a radio before.
Much food for advertiser thought, too, was provided by
the survey (joint effort of CBS, NBC, ABC, MBS) figures
on "secondary set" and "auto radio" figures. A whop-
ping 57,500,000 radio sets are in this category. They
represent a huge, usually-uncounted radio audience. Nei-
ther TV nor printed media have anything like these mil-
lions to offer as a "bonus" audience. Here are the actual
survey figures, comparing 1952 with 1951:
U. S. RADIO SET BREAKDOWN"
Sets in Homes
Sets in Institution!..
Dormitories & Bar-
<ets in Other i'Va'i'es""!
Total Sets
. 'Included with "Sets
42.800,000 41,900,000
34,000,000 30.000.000
23.500.000 19,100,000
900,000 *
4.100,000 5,000,000
105,300,000 96,000,000
i other places" in 1951
111 I
irriving at these figures, the joint network researcr
committee used the 1950 census figures of 95.6% of th«
U. S. homes having at least one radio set. Total numbei
of U. S. homes was Sales Managements 1952 figure o
some 44,737,900. In calculating the number of car radio;
— which now outnumber the total number of televisiot
sets in the country by some 30'c , by the way — severa
survey results were used, which averaged out to somi
64% of the 37,000.000 cars on American highways.
Biggest result of the survey: Both advertisers and net
works had much of their faith in radio's strength renewe<
by the survey, and by the noticeable increase in tota
number of radio sets.
© NBC merchandising due 15 Feb.
Having carved up the U. S. retail market into 12 major
areas, NBC field men this week have contacted the bulk
of NBC radio stations involved in the senior web's up-
coming merchandising plans. Station executives will then
be contacting key wholesalers and retailers and the long-
awaited network merchandising bandwagon will be ready-
to roll by 15 February, it's hoped.
Not yet finalized at the network level are plans for the
exact program vehicles which will tie in with the local-
level support. NBC's program department, as sponsor
went to press, was knee-deep in projects for merchandise-
able programs, however.
With at least one series, Market Basket, in the works to
tie in with food-store merchandising, others which can
tie in with, sa\. dr\ goods retailers and department store
chains, are planned.
NBC's idea of wrapping up several services (such as
radio programing, merchandising follow-up, and re-
search i in one grand package through one source has
been well received. Although women's magazines hav
long been in the business of merchandising the adverti^}
ing in their pages at the retail level, it's seldom a "guai
anteed" thing, often is hit-or-miss.
An NBC merchandising executive told SPONSOR: "Thj
agencies I've contacted, and those who have contacted u:
are showing a great deal of interest in our merchandisint
plans. One agencyman told me that 'this is the first tim
I've seen radio make an attempt to get both advertisin
and merchandising under the same roof.' We have somj
great hopes for this operation, and we're sure that it wi
attract many new advertisers to radio."'
Target date for the start of these operations has beeji
set by NBC brass as 15 February. Then, Fred N. DodgJj
former Hearst merchandising expert, and his staff expe<
to go into high gear. Having tested the NBC-type meij
chandising in Cleveland and St. Louis, with great succes*
I increases in store sales of up to 100' < l, Dodge an
NBC will then be in the position of being able to prow
something they've touted to advertisers as "the most conl
plete merchandising facilities of am medium."
J
EEK?
1. Four networks count radio's "noses"
2. Trend: broadcasters are boosting each other
3. NBC ready to roll with network merchandising
4. CBS-A&P tie up for "Super Sales Plan"
Q "Bury-The-Hatchet" radio attitude
No small reason why a growing number of leading ad-
vertisers have returned to using radio in their media lists
is the fact that more and more radio networks and sta-
tions have eased their sniping at each other's claims. In-
stead, there's a healthier amount of industry-type promo-
tions and presentations (SPONSOR, 28 January) being
made these days. The four-network joint "census" of
radio sets is a good example. Others can be found in the
joint promotions of the Southern California Broadcaster's
Association, and in the broadcaster groups in Detroit,
Cleveland, Rochester and elsewhere.
This hasn't been an easy transition for broadcasters
to make, as sponsors seldom realize. In the competitive
field of air advertising, outlets have often spent much
of their time in knocking each other's sales stories. Usu-
ally, this has worked to the advantage of other media, par-
ticularlv newspapers and magazines.
Typical of this changing trend was the recent (27 Jan-
uary) talk by Dave Baylor, general manager of Cleve-
land's WJMO, before a BMI Program Clinic at the Wal-
dorf, in New York City. With fire in his eye, Baylor
told the station men assembled for his speech:
"We, in radio, throw our 'readership' figures around
like confetti on New Year's Eve. No matter what chain
of circumstances may develop in relations with an adver-
tiser, we can always find a set of figures to prove any-
thing we want to prove. But, when your salesman leaves
the client, the salesman from the station next door comes
in and shows him another, and entirely different, set of
figures which purport to prove just the opposite of your
story. The net result is that the client becomes so con-
fused, he goes back to buying newspapers — because they
have a sales story, based on circulation (but not on read-
ership I that he can understand.
"How long has it been since you have developed a new.
an entirely new advertiser at your station? I'll bet you
ten-to-one that 90'v of them came from other radio sta-
tions. You don't do yourself any good by knocking the
guy across the street. It only results in a decrease in
advertiser opinion of radio."
Q CBS launches merchandising plan
Following on the heels of NBC in planning network
merchandising tie-ins has been CBS, whose executives
recently cracked one of merchandising's toughest nuts:
\a1' -tores. Many a food manufacturer, who had found
that A&P's 4,200 chain stores were among the hardest
locations in which to plant display material, suddenly
woke up to the fact that network merchandisers meant
- not mere lip-service.
Labeled "Super Sales Plan," the CBS operation will
involve sale of its combination advertising-merchandising
service in participation segments (about $9,500 each) to
-i\ non-competing food advertisers. (Advertisers must
also be not too competitive with A&P's own house-branded
goods, quite an extensive line.)
Focus of the new plan is an in-the-works musical show,
featuring Earl Wrightson, to be aired on Friday nights.
This.*" a CBS merchandiser told sponsor, "will give ad-
vertisers a chance to reach the public with their sales
messages the day before the Saturday shopping peak."
The CBS "Super Sales Plan" will work out like this.
For an advertiser's $9,500, he'll receive a minute-and-a-
quarter commercial in the Friday-night, hour-long show.
In addition, he'll be "billboarded" at the opening of the
show, for 30 seconds. In the 4,200 A&P stores, he'll be .
given special tie-in displays and merchandising, to follow
up the impact of his air selling. All sponsors will have to
receive the O.K.'s of both CBS and A&P, to avoid con-
flict with adjacent programs, other A&P promotions.
Having waited to see what direction NBC's merchandis-
ing plans would take before making its big move, CBS
is now very much in the act. Actually, as far as making
tie-ins with retail chains goes, CBS is a jump ahead of
NBC in landing A&P, nation's largest food outlet chain.
Many network executives are predicting a race now to
sign up other retailing giants in the food field, like
Safeway and Kroger.
Already, local stations are getting more active. In New
York, WJZ has worked a similar tie-in. starting 18 Feb-
ruary, with the Grand Union stores, with ABC keeping a
fatherly eve on the outcome.
These department stores do
the top jobs on the air
Winners of NRDGA contest reflect growing radio maturity
®The picture was typical. The
big St. Paul, Minn., depart-
ment store known as Schune-
man's was a success. But. as an adver-
tiser. Schuneman's was no real excep-
tion to the still widely held philosophy
that "radio can't do a selling job for a
big department store." Result: un-
known to the store, it was overlooking
an as yet untapped market available to
it only through radio. Newspapers, tra-
ditional ad medium for the SI 1.000.-
000,000 annual department store bus-
iness, carried the advertising ball for
Schuneman's.
Then, into this largelv-statie picture,
about three vears ago, whizzed Willard
H. Campbell. Bill Campbell's quiet,
conservative appearance makes him
look totalb unlike the kind of adman
who can reel off radio ideas faster than
most retailers can sign newspaper in-
sertion orders. A former Schuneman's
adman, he had gone on to become a
career executive of such radio-minded
department stores as Hartford's G. Fox
& Co., and Rochester's Sibley, Lindsay
& Curr. Now an authority on moving
merchandise off store shelves, and hav-
ing patiently learned every good radio
trick in the book, he was back with
Schuneman's in a new role of General
Merchandise Manager.
The average adman might be con-
tent to settle down at that point into
an easy, placid role of home-town-boy-
makes-good. Bill Campbell is not an
average adman. While other Twin City
merchants raised their eyebrows, Bill
Campbell began to move as though jet-
propelled.
First, he checked up on the five-
county area primarily covered by the
bulk of Schuneman's newspaper adver-
tising. He soon realized he was reach-
ing only a fraction of the people he
wanted to see shopping at Schune-
man's. Practically skipped over were
the two dozen or so outlying rural
counties near the Twin Cities.
This was no small item. There, on
some 62,000 farms, the average income
was hitting a healthy $8,500 a year.
There, farmers were beginning to live
on a scale that was comparable, to say
the least, with city folk.
"Radio," said Bill Campbell, "is how
we're going to reach 'em — and bring
'em in!"
And, radio it was that did the trick.
In August of 1949. Schuneman's took
a major air plunge with a show called
Red Rooster Hour, airing it on WDGY
each day from 7:30 to 8:00 a.m.. and
for^an extra half-hour in the store on
Thursdays. This was soon backed up
with two other shows, the 30-minute
daily Bulletin Board on stations WSHB
and WMNE.
Red Rooster was, and still is, a folk-
sy mixture of recorded music, news,
interviews with visiting celebrities,
EIGHT
DEPT.
STORE
SUCCESS
STORIES
All Departments Block & Kuhl (Quincy, III.)
This department store, located in a Midwestern town of
45,000, is the only outlet in a 19-store chain that uses
radio, airing a daily women's show, "Hospitality Time,"
on WT AD. Various store departments are consistently
featured. After a year of such plugging, appliances were
up 146', in sales; coats, 38$ : dresses, 50 f / ( ; furs, ')'>' < :
blouses, 32%; lingerie, 50%.
Cosmetics Bigelotv's (Jamestown, 1\. Y.)
Keystone of a three-program WJTN lineup for Bigelow's
is a live, Saturday-morning breakfast show aimed at fam-
ily listening. Featured products have regularly shown
sales increases. Sample: Last summer, the stone did $1,500
in one week on a new line of Powers cosmetics, intro-
duced locally via the show. This was three to five times
that of comparable, non-radio stores.
Men's Wear Killian"s (Cedar Rapids, Iowa)
A co-sponsored (with Shelly Oil) series of Iowa State
football games on KCRG was used last fall for a seasonal
promotion plugging Killians men's clothing, hats, and
furnishings. U hile retail sales in the area generalh de-
creased some 1.5' < . Killian's reported radio-built increases
in October and \oi ember that averaged some 15.5',.
continuing well after the series.
Records Boston Store (Milwaukee, Wise.)
This large retailer wanted a show to boost sales of phono-
graph records, radios and TV sets to teen-agers, surveyed
local teen tastes, and built "High School Disk Jockey Re-
view." Show, aired on WEMP, uses teen d.j. guests, has
voting run-off for prizes. Store has since enjoyed "largest
percentage of increase in sales of any record store, or
record department in the midwest.*'
mmm'i "Red Rooster flour" ties radio, point- of-saI<
■ who guides schune- In-Store P - cmotlons of aN P.O.S. Displays (ie . ln a;r Newspapers back
v .jdio show with constant
is Willard types boost "Red Rooster" to commercials with merchandise cross-plugs for show and talent, go all-out for
build listening that is displayed on counters two days each month with "Red Rooster Specials"
Bell, guesting on show s hop|
weather forecasts, highwaj conditions
.md terse < ommercials for store items
that arc easil) promoted. It'- a neal
balancing of urban-appeal and rural-
appeal programing.
What makes Red Roostei pull results
that department store admen can'l be-
lieve, even when the) see them, is a
disarmingly-simple secret: the promo-
tional follow-up. So thorough is this
phase "i Schuneman's air advertising
that Red Rooster recentl) walked off
with the Grand Ward in the sixth an-
nual NRDGA-BAB contest for depart-
ment store usage of radio, and also
landed ., Special Ward for Outstand-
ing Radio I Coordination \\ ith ( ,ther
Media. It's the third year in a row
that Schuneman's has been a prize-
winner in this contest series, although
this is the store's first < rrand Ward.
| For other I'Xil winners, see list at the
end of tli i - article, i
It literall) takes a I k to describe
the methods In which Schuneman sets
the pace for the nation's department
stores in the proper integration of ra-
dio with other forms of advertising.
Bill Campbell and his staff, Perr) Dot-
son, sale- promotion manager, and
Jean Vict !aj . radio continuity editor,
use ever) good promotional device on
record, and have added some slick new
w i inkles of their own.
Here ale -nine highlights of how
Schuneman's builds listening for its
-how. ami sales records at its cash reg-
isters:
In-store promotion Geared both to
-ales and audience-building, Schune-
man'- promotions within the big de-
partment -tore itself are varied and ef-
fective. Window displays, elevator
cards, posters at ever) entrance and in
ever) main department constantl) call
attention to the show and its personali-
ties. All merchandise featured on the
show i- topped with a Red Rooster Ra-
dio Idvertised capper, in fane) dis-
plays, foi three days aftei the mer-
- handise is air-sold; this follows up
the initial impact of the commercials,
acts as a reminder. Two days each
month are set aside for "Red Rooster
Days," when the whole store blossoms
out with "Red Rooster Specials" and
extra promotions.
Out-oj-store promotion Like the
promotions within the store, those out-
side hit hard at building sales and lis-
tening. Ever) Schuneman ad in metro-
politan paper- and in weekl) count)
papers carries a '"corner ear" devoted
to the -how . Lull-page newspapei ad-
during "Red Rooster l)a\s." with the
chanticleer in red. run in evening pa-
pers. Listener loyalt) is built with spe-
cial "Red Rooster" mailing piece- -enl
to new charge-account customers.
guests, and visitors. Big 24-sheet pos-
ters at street intersection- boost the
I Please turn to page !!(> i
Shoe Repair Brown Thomson (Hartford, Conn.)
Store's "Sir Ulo" shoe repait department cut out news-
paper advertising, reduced carcards In half. Spot an-
nouncements, a newscast series, ami weathei slum on
11 1 111 uere suhst .> utetl . \ou. store reports "constantl 1 )
increasing number of neu customers" as a result o) radio
schedule; points proudly to customer traffic increases of
30' I . sales increases of 50' i over last year.
Bath Rugs Philips (Omaha. Vebr.)
Reaching holh city and rural customers with its 6:45
a.m. "Good Morning from Philips" shou since the spring
of 1945, Philips has used the KOIL series often to feature
"surprise specials." Typical result: Sale-priced chenille
hath rugs at $1.19 were plugged one morning. Store
opened at nine. By 10:30 a.m.. ovei LOO were sold.
Philips has been a radio use/ for 14 years.
Xmas Trade Sears (Miami. Florida)
When Sears discovered, two rears ago, that .some two
dozen Miami stores would have a Santa < laus promotion,
Sears felt it needed something "neu." came up with
"Roebuck the Talking Reindeer" on H I CG. Latest series:
pre-Christmas taped kiddie interviews with "Roebuck."
Result: Show series was smash hit, payoff was "in our
cash registers."
Towels Linn & Scruggs (Decatur, 111.)
Customers in a 28-count 1 ) area ate leached sucicssjulh
through L&S's morning "Something to Talk Ibout" sc-
ries, on It DZ. Slum originates lire in i minus store de-
partments. One plug for hud, toweling at 69tf '/ yard sold
out some seven holts, with 35 yards in each bolt; another
single plug sold ovei $600 worth of imported cashmere
ladies coals as a direct result.
Can $1,000,000 buy a big
VP%# The most stinging attack
■ W against television by news-
paper interests to date came
on Tuesday. 22 January, when the
newspaper representative firm of Mo-
loney. Regan & Schmitt ran an almost-
full-page ad in the New York Times
asserting that "a million dollars these
days no longer buys a big TV cam-
paign."' However, stated the ad, a mil-
lion dollars would buy what it called a
big newspaper campaign — 1,000-line
ads with a "net paid ABC circulation
of 20.000.000 families" every other
week for a year.
The attempt to disparage the new
medium came at a time when adver-
tisers were likely to listen. The fact
that television costs have risen sharply
has been a topic of increasing discus-
sion among advertisers and their agen-
cies. This issue of sponsor, incidental-
ly, carries an article on the discontent
of advertisers with the "crazy quilt"
of TV production facilities costs (fee
page 32). A much closer examination
of over-all television costs on the part
of the buyer may he in the making.
But before allowing themselves to be
stampeded b) often-repeated phrases
about mammoth television costs, and
the competitive sniping of printed me-
dia, advertisers will want to take a
careful look at the comparative figures.
In this article, SPONSOR has gathered
facts and figures which indicate that
television can equal and far surpass the
claims for newspapers made by Mo-
loney. Regan & Schmitt — on a dollar-
for-dollar basis.
The Moloney, Regan & Schmitt ad
I reproduced on page at right) attacked
television from several directions at
once. Using an amusing cartoon, it
pointed out that viewers can only watch
one television program at a time while
newspaper readers "can look at all the
advertisements in the same issue." It
attempted to emphasize the high cost
of television by stating that advertisers
pay to secure the TV audience, while
newspapers themselves pay to secure
the newspaper audience. But the ad's
main premise was that a million dollars
can't buy a "big television campaign,"
though it can buy a "big newspaper
campaign."
Many advertisers would argue that
television's impact and the opportunity
it provides to demonstrate products
Ad impressions comparison: newspaper vs. TV
Here are two Tl buys which top number of ad impressions yielded by million-dollar
newspaper campaign on opposite page. Tl campaign (/) costs same as newspaper:
Tl campaign (2) costs one-half.
A $1,000,000 newspaper buy
Space 1,000 lines
Frequency every other week
Net paid ABC (ix. 20,000,000
families per insertion
Readers pei copy 2.5
Total readers of papers 30,000,000
Average Starch noting 22.5%
I iitnl impressions in two weeks
11,250,000
ISoiv check these TV buys
1
Show "The Web," CBS-TV
Time b Talent $1,000,000
Homes reached _ 3,120,000*
listeners per set _ 2.6
Viewers reached weekly .... 8,112,000
Total impressions in two weeks
16,224,000
2 Show "Firing Tigers," DTN
Time & Talent $500,000
Homes reached 2,233,000**
Listeners pe\ set 2.6
Viewers reached weekly .... 5,772,800
Total impressions in tivo weeks
11,545,600
-.1. R. H Dee
Dec
outweighs mere cost and circulation
considerations. But without introduc-
ing any of TV's positive sales virtues,
let's consider the Moloney, Regan &
Schmitt assertions on a statistical basis
alone.
The ad describes a campaign which
delivers a net paid circulation of 20,-
000.000 families per insertion in 63
television cities (every other week).
This actually boils down to only 11,-
250.000 ad impressions — every other
week. This total is derived through
several calculations commonly used to
reduce raw circulation figures to the
common denominator of ad impres-
sions. (Source: CBS-TV advertising
and sales promotion department.)
Here are the calculation steps:
1. You first multiply the 20,000,000
families figure by 2.5 readers per copy
(a generous estimate). This yields 50,-
1)00.000 people who look at the news-
papers containing Moloney, Regan &
Schmitt's 1,000-line ads.
2. Next, you consider how many
readers actually see the ads. Accord-
ing to Starch, an average 1,000-line ad
is "noted" by only 22.5' [ of a paper's
total number of readers. This means
that 1,000-line ads running in newspa-
pers with a total readership of 50,000,-
000 people delivers only 11,250,000 ad-
vertising impressions. And that, re-
member, is on an every-other-week ba-
sis.
Many television programs, both eve-
ning and daytime, can easily top this
number of ad impressions for a million
dollars a year. Spot television cam-
paigns, similarly, score an easy victory.
Consider these examples:
A million dollars will buy a quarter-
hour strip Mondays, Wednesdays, and
Fridays on the CBS-TV Garry Moore
Show for an entire year. This will
j ield the advertiser 6,897,000 advertis-
ing impressions. The figure is derived
by multiplying the number of homes
reached on Mondays, Wednesdays, and
Fridays (according to American Re-
search Bureau, December 1951) by the
average number of viewers per set on
these days.
In two weeks' time, the Garry Moore
(Please turn to page 66)
SPONSOR
iimpaip?
NO: said newspaper rep firm, Moloney, Regan & Sehinil I .
in anti-TV ad. YES! say nets, station reps in rebuttal
ONSOR asked members of the
moon industry to comment on the
ertisement reproduced at right. Dis-
am the industry's opinions, a report-
compile,! the point-by-point rebuttal
ich appears below. Consensus with-
77 circles was that, while TV's
tinting costs are a definite problem,
seh -based claims of printed media
st not be allowed to pass unchal-
-,,/. Many uere inclined to laugh
the Moloney, Regan & Schmitt as-
tions as not being worthy of serious
>ate. Others felt that a rebuttal was
•il to prevent additional befuddle-
nt of the already cloudy TV cost
ture. (For specific cases refuting
5 figures, see box on page at left. )
the
of
O* Actually,
f\ month or more, viewers rotate
^ from show to show so that a
program's cumulative audience
y show as many as four out of five of
homes reached by it in a single month,
newspaper readers rotate? Or do ads
one paper per city alone miss many
ders completely?
Jpi A million dollars still buys a
2J TV campaign big enough to
^r give sponsors more ad impres-
sions than they could get with
; million dollar newspaper campaign de-
bed in this ad. In terms of impres-
ns-per-dollar alone, TV is ahead, with-
I mentioning considerations like its spe-
ll ability to show products in use and
ng personal salesmanship to bear. Ar-
te starting at left contains cost and cir-
ation breakdowns deflating ad claims.
£1 A raw circulation figure like
3) 20,000,000 families is mis-
^/ leading. To get an idea of an
ad's actual readership, factors
luding number of noters per ad must
projected against the raw circulation
tistics. This yields a greatly reduced
mber of ad impressions (only 11,250,-
every other week in the case of the
"paign described here).
<£ There are 15,000,000 or more
d) TV sets in the U. S. as of the
^/ date of publication of the Mo-
loney, Regan & Schmitt ad. In-
ad of trying to prove its case with
variation" figure which fails to take
o account the low percentage of ad
mg, ad might have pointed to a gen-
e TV weakness: tough market clear-
:e for network programs. But the read-
available answer to this problem is:
spot TV to clear difficult markets.
Challenging thoughts for 1952's Million-Dollar Advertisers!
\2J ^ million dollars these days no longer buys a big TV campaign
DUt ... a million dollars spent in Newspaper Advertising will buy a big
Newspaper campaign of 1,000-line advertisements every other week
for a full year in 79 Newspapers in the 63 TV cities
and will deliver a net paid ABC circulation of
/f) 20,000,000 families per insertion -
in contrast to approximately
14,500,000 TV sets in the entire U. S.
All advertising media are gnod...but the Newspaper is by far the best advertising medium
Moloney, Regan & Schmitt'
From "New York Times" 22 January 1952
Illll Clinics spark
local showmanship
Advertisers profit through
better station programs, development of loeal personalities, stepped-up
merchandising as result of idea-earavans in 35 states, Canada, P. R.
® , 1 on won't find out sitting in
an office on Madison or
Michigan Avenue, but some-
thing's happening to radio stations all
over the 1 .S. Far from cringing at the
lengthening shadow of television, sta-
tions are going through a programing
renaissance. They're sinking roots
deeper into their own communities by
programing to local taste — via news
shows which often beat local newspa-
pers in speed and drama; via the de-
velopment of more and more of local
personalities: via original programing
ideas with community slants. One of
the most important forces shaping
this local showmanship renaissance is
Broadcast Music Inc. and its traveling
programing clinics.
The clinics are important to sponsors
as well as to stations. They're tangible
evidence that stations are doing some-
thing concrete to make their facilities
better carriers for spot announcements:
and to provide sponsors with a better
choice of local program buys. To give
advertisers a full understanding of why
this is so. sponsor has conducted an
extensive study of the clinics. On these
pages ( immediately below I , you'll find
a history of the clinics, together with
names of speakers and other facts
about BMI's two-year-old idea cara-
vans. In the paragraphs which follow
are descriptions of results from the
BMI clinics, gathered in a nationwide
survey by sponsor in conjunction with
BMI. In addition, talks given at va-
rious BMI clinics have been condensed
here to show you the kind of stimula-
tion stations are receiving.
A sponsor-BMI questionnaire was
mailed to 300 stations which had sent
representatives to BMI clinics. Of
these, one-third replied, at least a 10%
higher response than is average for
such questionnaires. This indication
of high interest is confirmed by en-
The paragraphs that follow tell the story of how and
why the />'!// idea caravans I clinics) got started and of
who did the work.
The clinics have travelled a long way (over 37,000
miles) since energetic BMI president Carl Haverlin first
conceived the need for swapping program ideas two years
ago. They began modestly when station personnel were
invited to inspect a model music library at BMI's head-
quarters in Manhattan, and. incidentally, to hear some in-
structive talk on procedure. The speeches proved so infor-
mative that the\ branched out into general programing
ideas. Under supervision of Roy Harlow, BMI's v. p. in
charge of station services, 17 N. Y. C. clinics were staged.
Meanwhile, an increasing number of enthusiastic broad-
casters had approached Haverlin. "Why don't you bring
these wonderful clinics out into the field?" they asked him.
"I will," said Haverlin, "as long as the stimulus comes
from broadcasters themselves. We want broadcasters to
feel the clinics are theirs — not BMI's. It must be a public
service enterprise guided by broadcasters."
Industry leaders were quick to give the clinics their
solid backing and blessing. At the last N VRTB Conven-
ers at Akron Clinic (seated, I. to r.) Lyle Lee, WLOK;
I Dolberg, Dir. Sta. Rel., BMI; Carl Haverlin, Pres., BMI; L A.
, WCOL; R. Ferguson, WTRF; G. Jackson, WMMN; (standing, I. to
. Carey, WRVA; D. Baylor, WJMO; R. J. Burton, v. p., BMI;
George, WGAR; H. McTigue, WINN, and Lin Pattee, BMI
TEXAS ho,
Cagle, KFJZ;
(seated
KWFT; H. Fellows, P
B. Collier, LBS; Han
R. Herndon, KTRH;
J. Curtis, KFRO; Gt
. Haverlin; Kenyon Brcfl,
es. NARTB; R. Wentwo-th, BMI; (standing, I. to.)
, McTigue; J. Harris, KPRC; M. Campbell, WFA:
F. Nahas, KXYZ; G. Dolberg; L. Patricelli, WC
thusiasm expressed by the respondents,
none of whom in the least doubted the
value of the clinics. Moreover, many
were able to report a decided pickup
in the morale and verve of the stations'
staffs and tangible improvements in the
advertising effectiveness of their sta-
tions — to the extent that sales were
made as a result of the clinics. Some
examples follow.
"Because of a BMI clinic," said Rob-
ert R. Tincher, general manager.
\\ \ \\. Yankton. S. D., "we made a
sale to a large national sponsor — by
developing for him a new merchandis-
ing technique."
"The BMI clinic was responsible for
our scheduling an hour and 10 min-
utes each morning of local news." re-
ported James D. Russell, general man-
ager. KVOR, Colorado Springs, Colo.
"All of it was sold before we sched-
uled it — and it's stayed sold continu-
ously ."
"At the clinic, we got the idea for
8 night-time, half-hour show incorpo-
rating hit tunes of best-known Broad-
way musicals," said Hale Bondurant,
KFBI. Wichita, Kans. "It sold to a
local furniture store."
"As a result of the clinic tips on mu-
sic-librarv programing." said Robert
J. Dean, KOTA-KOZY. Rapid City, S.
I)., "we sold Newkirk Radio Sales a
music-appreciation show, with the Co-
lumbia LP Masterworks as the base."
"The clinic taught us listeners want
more serious and semi-serious music,"
said William Holm, WLPO, La Salle,
111. "The programing experimentation
resulted in two new sales. And a pros-
pective sponsor is expected to sign soon
for a serious music program."
"Discussions about news at the clin-
ic resulted in our developing a new
newscast, different than any currently
being done in Portland. Because of the
exceptionally fine job this newscast is
doing, we were able to sell it to an im-
portant local retail sponsor." This
from Dick Brown, general manager,
KPOJ, Portland, Ore.
"The suggestion that the program
director accompany the sales manager
on a visit to a prospective sponsor was
one we have used with success on sev-
eral occasions," said Reg Merridew,
program director, WGAR, Cleveland.
"In the most recent instance, the spon-
sor was a nationally known brewery
and the whole format for what turned
cut to be a highly successful local pro-
gram was developed largely at that
meeting."
Sales-producing ideas like the ones
described above came out of clinic ses-
sions because they were loaded with
facts. Here, broken down by categories
and accompanied by the speaker's
name are condensed excerpts from
BMI clinic talks. In reading through
them you'll note ideas which are valua-
ble for sponsors and agencies to bear
in mind for their own programing.
Perhaps the main moral coming out of
the advice given to broadcasters here
is this: local programing is getting
better, should provide better buys.
Program showmanship
Ted Colt, General Manager, W1SBC-TV-
FM, /Veic York City:
1. Devise individualistic program
gimmicks to focus attention on your
station, to make it seem different from
ilt competitors. For example:
(a) Since WNBC had been using
the same sign-on, sign-off announce-
ments for 20 years, it was decided to
change them. Cott got Somerset
Maugham, Fannie Hurst. Norman Cor-
win, Louis Untermeyer, Arch Oboler
to write announcements most pleasing
to them; they gladly obliged.
(b) To get a new twist on a disk
jockey show, tape in introductions to
records from interesting people in your
community — mayor, congressman, gov-
( Please turn to page 77)
ticn, 29 state broadcasters" associations declared their sup-
port, and chose a steering committee (headed by Emmett
Brooks, WEBJ, Brewton, Ala.) to arrange for future clinics.
So the reports confirm. In 1951, more than 3,040 sta-
tion executives attended 37 clinics, aided by the supervi-
sion of BMI's station relations director Glenn Dol-
berg. The traveling brain trusts dispensed their program-
ing knowledge in 35 states, in Winnipeg. Canada, and Puer-
to Rico (see pictures of some of the sessions below).
Speakers at the one-day sessions covered a wide range of
subjects. Ted Cott, general manager, WNBC and WNBT,
New York, gave anecdote-packed discourses on station
showmanship. Harold Safford, program manager, WLS,
Chicago, talked on "The Science of Building the Farm Au-
dience." William Holm, general manager, WLPO, La
Salle, spoke about "Programing with a Limited Budget."
BMI's vice president, Robert J. Burton, frequently held
forth on "History and Application of Copyright Law."
Several ad agency executives also spoke at various BMI
clinics. A handful includes Audrey Williams, radio direc-
tor, Fitzgerald Advertising Agency, New Orleans; Peter
Forsch, account executive, Young & Rubicam. * * *
NORTH CAROLINA Speakers and quests at Charlotte Clinic included
(seated, I. to r.) J. Frank Jarman, WDNC; Harold Essex, WSJS; Robert
BMI; Earle J. Gluck, WSOC; Ken Sparnon, BMI; Chas. A.
Treas., BMI; (standing, I. to r.) Peter Forsch, Y&R, N.
W a ||.
Dave Baylor, WJMO; G. Dolberg'; H. C. Rice, Nat'l Pro'd. Mgr., MBS
11 FEBRUARY 1952
TENNESSEE Nashville Clinic (seated, (I. to r.) D. G. Graham, WCBS;
T. Slater, Ruthrauff & Ryan; Helene Russell, WKDA; C. Haverlin; H. W.
Slavick, W. Mount, WMC; L Draughon, WSIX; (standing, I. to r.) J. Mc-
Donald, WSM; C. B. Seton, atty:; J. B. Sheftall, WJZM; M. Arnold, WIP;
C. Gullickson, WDOD; G. Dolberg; K. Sparnon; T. B. Baker, Jr., WKDA
the biggest stars on the biggest programs
in television . . .
the biggest audience on the biggest network .
ft*.' M •: : w> ■ i <M . - -*
For every advertising dollar invested today,
television delivers more people . . . customers .
sales than any other medium.
And that is the measure of its success.
Specifically, among program viewers,
the average show raises sales by 37%.
Results. Such as, for our own Show of Shows —
36.8 extra customers per month for each TV dollar.
**
the biggest opportunity for the biggest
sales results!
And for ad'
NBC offers
vho plan big to sell big,
Fresh time periods are being opened by
NBC-TV, with low budget shows and high budget
shows, to place the selling force of television
within the reach of all advertisers.
Write or call NBC-TV Sales.
The re.ull, figure, are from the remarkable study, 'Televisi,
NBC
-i$ifi<t
'iUP
The network wher
iriiiiirais...
Is there any tvai| that the NCAA van substantially
mod if y its poliey on TV and still serve the colleyes 9
best interests?
I National Marketing Director
Ed Altshuler Kaye-Halbert Distributors, Inc.
I Los Angeles
The
picked panel
answers
Mr. Altshuler
In 1051 the Na-
tional Collegiate
Athletic Associa-
tion conducted an
experimental tel-
evision program,
the main purpose
of which was to
measure the im-
pact of live tele-
Mr. Furey casting on atten-
dance at college
football games. This experimental pro-
gram was set up primarily on the basis
of a statistical study made by the Na-
tional Opinion Research Center under
the joint direction of the NCAA and
the four major networks. The NORC
report, which covered the 1948-49-50
football seasons, definitely indicated
that live telecasting affected attendance.
In organizing the experimental pro-
gram, the TV Committee was faced by
the fact that a substantial number of
members favored a complete TV ban
and that a small but vocal minority
was strongly in favor of unrestricted
live telecasting. To complicate the sit-
uation even further, the TV industry
came out strongly against the experi-
mental program and used all possible
means to keep it from being put in op-
eration. The networks claimed that an
experimental plan was not possible
technically thai il wasn't feasible corn-
men ially and raised serious questions
as I" il- legality.
In Bpite of these formidable obsta-
cles, the TV Committee guided by the
NORC, conducted an interesting ex-
44
perimental program during the 1951
season. All possible types of TV game
situations were combined with a series
of regional blackouts. The NORC not
only studied these game situations sta-
tistically but also set up a rather com-
prehensive series of opinion polls.
Their preliminary findings, which were
presented at the annual convention of
the NCAA at Cincinnati on January
10-12, 1952, showed some interesting
trends. The final report will not be
available until some time in March and
no factual material will be available
for publication until that time.
On the basis of the preliminary re-
port the NCAA decided by a vote of
163 to 8 to set up a controlled program
of telecasting during the 1952 season.
The exact form of this program will be
determined by the new TV Committee
at an early date. In my opinion, the
NCAA television policy will be a con-
tinuation of the efforts of this past
year and an attempt to find ways and
means whereby television and college
football can continue to live together
for their mutual benefit.
Ralph Furey
Co-chairman, NCAA TV Committee
for 1951
New York
The NCAA has
taken a complete-
ly negative ap-
proach to the
matter of televis-
ing college foot-
ball games. Their
principal fears
are that live tele-
vision will dam-
Mr Harris 8 8 e - atC me 'P ts
of the big col-
leges and spell the end of football for
the minor colleges.
Of course, we heard the same argu-
ments against radio broadcasting not
too many years ago. And yet few col-
lege athletic directors will argue the
fact that one of the principal reasons
for the tremendous increase in football
attendance has been the popularizing
of the sport via radio broadcasts.
While I concur that television pre-
sents some problems not inherent in
aural broadcasting alone, nonetheless
I am confident that television of live
football games will have the same long-
limge benefits to college football in the
next decade that radio broadcasting
has brought to the sport in the past
20 years.
I do not believe that an artificially
contrived, highly restrictive system of
national control and blackouts will ac-
complish anything. Eventually the ma-
jor colleges themselves will rebel
against such a system.
I would like to see the NCAA return
control to the individual colleges, to
be handled as they have always han-
dled radio broadcasting. With a firm
belief in television's selling ability, I
would like the opportunity in Houston
of being given the job of helping to
get the crowd out into the stadium as
cur price for televising the game.
Let the business manager or the ath-
letic director set what they consider
to be a fair attendance figure for a
given game. They would naturally take
into consideration the two teams' sea-
son records, the natural rivalry of the
contest, any outstanding players, and
other such factors which have more
hearing on attendance than whether
the game is to be televised.
Then the television station could use
its resources to promote that game and
push the ticket sales to the projected
figure. Once that goal was accom-
plished, the college could have nothing
SPONSOR
to fear from televising the game.
This. 1 believe, would he a positive
and workable approach at the local j
level, 1>\ the college and television sta-
tion.
V- for the small colleges who might
k affected, they should do as the)
have already done in Texas; play their
games on Fridays and Saturday nights
where the) could not possibly be af-
fected.
Jack Harris
General Manager
KPRC-TV
Houston
BThe most impor-
tant modification
of the NCAA TV
policy is to add
local television of
local football
games to their
present national
network games
wherever facili-
Mr. Jordan ties permit. The
main danger from
television is not so much its effect on
attendance, as the fact that it could
build up a monopoly for a few big foot-
ball teams with enormous visibility and
rights income if the local schools are
denied permission to televise in their
own communities.
The NCAA television committee rec-
ognized this danger in their report to
the NCAA convention on 8 January,
which said, "The wider the spread of
television among the colleges, the less
its effect in the field of over-commer-
cialization of athletics. It is only
through a controlled program involv-
ing many more teams that this greatest
threat to the integrity of the game can
be met."
Few colleges have a national follow-
ing that can justify high network fees.
But most colleges do have large local
and regional interests, and can protect
those interests only if they are per-
mitted to televise their own games at
the same time the big network game is
on the air. Attendance studies by Jer-
ry Jordan in all sports show that the
local team needs this visibility in its
home community if it is to hold inter-
est against the big fellows on the net-
work. The 1951 NCAA plan permitted
only one game per city — most of them
network games. For 1952, if local col-
leges are given the right to televise in
(Please turn to page 83)
HOOPER' 4* Am*
KVOO IS YOUR BEST
BUY IN OKLAHOMA'S
NO. 1 MARKET AREA
-November, 1951
KVOO "B" "C" "D" "E"
8 to
12 am 28.8 22.9 20.1 4.4 15.1
12 to
6 p.m 43.8 26.0 7.5 6.6 14.5
6 to
10:30 p.m. ..41.3 30.8 13.4 7.3
6 to
8 a.m 43.2 24.2 6.8 2.5 **
12 to 6 p.m.. 24.4 20.8 9.9 12.0 21.0
* Daytime only
•* S.gns on ot 7 a.m.
// your advertising dollar needs to
do its best possible job (and whose
advertising dollar doesn't?) You'll
measure it on a cost per listener
basis. When you do that you'll
choose KVOO, Oklahoma's Great-
est Station.
TULSA, OKLAHOMA
National Representatives — Edward Petry & Co., Inc.
11 FEBRUARY 1952
Commercials only
by Bob
Foreman
i.t seems odd lo me that there are
folks who still say television isn't edu-
cational. Take my case. Thanks to
TV, my eight-} ear-old daughter now
knows how to smuggle another man's
cattle across the horder, whereas my
ten-year-old daughter tells me she even
knows ways to alter the brands so she
can keep any cattle she steals right
here in the good old U.S.A.
As for my one-and-a-half-year-old
boy, television has definitely taught
him to tell time. When I turn the lit-
tle knob to the left and the flickering
goes off. he knows the girls will start
to cry and stamp on the floor and that
means it's time for supper. And now.
with Garrowav on in the a.m., the same
goes for breakfast.
Of course, it's far easier for children
to learn things. They're so adaptable,
but teaching an old dog new tricks is
a lot harder. For example, my wife
has learned a lot of fine new things
from television. There's the night we
all sat down to what we thought was
going to be just an ordinary meal —
maybe some tasty pot roast or chops or
something like that — well, in trotted
the little woman with a Betty Furness
smile and a bowl of stuffed cucumbers.
"Heard about it on TV," she said
proudly. "There's cheddar cheese and
boiled walnuts and chopped raw beet-
tops inside."
"Are you sure it's supposed to be
eaten?" asked the ten year old.
"I was watching a cooking show to-
dav," said her mother ignoring the
child. "I wrote everything down that
the lady said except at the very end
when I got called to the phone. I think
the beet-tops are meant to be raw.'"
It would be very self-centered ol me
to imply that only the other members
( I my famil) have been getting edu-
cated by watching television. There
was a time, for instance, that I couldn't
tell an Indian Death-Grip from a Half-
Vlson. \lso. I'll confess, I used to
think the praying mantis was indige-
nous to the panhandle and Helen
Twelvetrees was a dancer. Now I'm
up on these tiling and can discuss
46
them as well as the next person (who
happens to be our neighbor and has
no set of his own).
In addition, I read the other day that
someone in a hospital performed an
operation on a TV network in color.
So I guess it's only a matter of time
before even the youngest member of
the family will be wielding a scalpel.
Television not educational? Who could
have said that!
Certain agency-characters I know
are always bending their creative ef-
forts to prove the ineffectivensss of tel-
evision. This is the same group that
makes statements (or shows charts)
about the fact that 50 r r of the people
in New York City haven't got televi-
sion sets (whereas a proponent of the
medium would have made the com-
ment that 50 % of New Yorkers have
television sets).
To this staunch but withering
group I'd like to present a tender para-
ble explaining whv the horse is better
than the motorized carriage — how oats
cost less than gasoline, that the beast
is warm and faithful and likes chil-
dren, and how it usually can find its
way home when the driver is loaded.
While we're on the subject of those-
who-knock-TV, a word about the re-
ception the newspapers have given
Dave Garroway's early morning epic.
If I were in the newspaper game I'd
knock even harder. I'd be darned
scared. As I understand it, a lot of
folks haven't time to read their morn-
ing papers these days.
commercial reviews
sponsor: Mott's Cider
ACENCY: Young and Rubicam New York
PROCRAM : ! Announcement
It always does my heart good to see an
advertiser with the persistence and advertising-
savvy as displayed by Mott's recent cider-chain-
break. Their clever piece of animation with the
lip-sync-ed apples and cute song has been well
established for Mott's Apple Juice on TV for
a number of years now.
So when Mott introduced cider, it utilized
the same tune and animation instead of start-
ing all over. In other words, someone said-
it's our tune, we've got lots of money invested
in it, so let's keep the ditty working for us.
Too many advertisers use a tune for a year
and then say, "We did that, what now?" If
the public became satiated every twelve months,
this might make a modicum of sense. Most
changes are made, I'm afraid, to keep the agen-
cy busy. Here's a status quo that's a good ob-
ject les
trio
ing.
sponsor: \lillette
agency: Moxon, Inc., Detroit
program: If ri Joy Night Fights
I hav
e to hand it to Gillette. After several
seasons of those phoney live-action vignettes
which always ended up with some package-in-
sert dialogue regarding the razor, blade, and
dispenser, they've developed one of the cleverest
approa hes to animation I've seen.
All the sales points are made by animated
men or elves with lip sync — holding interest and
allowing phrases that on:e sounded so phoney
to come over fine. The razor and blades, though
drawn, are rendered as realistically as live-pho-
rog-aphy. Thus the important part of the
video-message, being the product, not the peo-
ple, gets the benefit of realism (avoiding the
big pitfall of animation, and the para which
realism tended to weaken now com* into their
own).
The Gillette "Look Sharp" tune is as cute
and cat'hy as they come, though I think it
gives full evidence that rhymed lyrics don't pack
the impact or veracity of straight copy since I
recall what I know about the product, not from
the .rune, but the other copy. Still, in the
course of a lengthy boxing bout, a little whimsey
and change of pa*-e in commercial copy definite-
ly is a help, so the tune becomes a plus.
sponsor: I White Owl Cigars
acency: Young and Rubicam, New York
procram: I After Wed. Night Fights
Mel Allen's handling of straight live cigar
copy in this stanza left nothing to be desired.
Mel's a guy who really looks like he knows a
good cigar, enjoys smoking one, and can give
sound advice about choosing a brand.
Being a dyed-in-the-studio TV-man, I'd even
suspect Margaret Truman of using a visualizer
while singing the National Anthem, so I'll have
to admit Allen's del. very was as ad-lib sound-
ing, as natural, and as colloquial as conversa-
tion, hence just as believable.
Mel also handled the placing of a cigar in
the guest's face gracefully, the lighting up and
puffing realistically and the registration of sat-
isfaction without the usually inane grin which
TV is so cluttered with these days — an achieve-
ment of no mean proportion.
In addition to convincing copy, well deliv-
ered, I might say that White Owl also has
the distinction of being the only cigar without
music or animation. This cheroot may have a
hole in its head (as the copy states), but its
advertising people decidedly do not.
SPONSOR
THESE SPOTS BEFORE YOUR EYES
WERE PRODUCED BY
11 FEBRUARY 1952
Here are a few of the many
xsm °mM
w-jmr wU
ions airing THE MOST PROVOCATIVE PROGRAM ON THE AIR TODAY!
VM<g W&3UI 9Ul<€ &<§W CfCICC
ARTFORD. CONN. INDIANAPOLIS. IND. MEMPHIS. TENN. PORTLAND. ORE. TULSA OKLA
REVEPORT. LA. BANGOR. ME. BATON ROUGE. LA. AMARILLO. TEX. MADISON. WIS
I COMMUNIST
Fin ur
Starring
DANA ANDREWS
who vj££\\\\% dynamic role !
«*>&£&
mm i jrM\
This SPONSOR department feati
broadcast advertising significance culled fi
ments of the industry. Contributions ar<
♦liiciiicdt; of lasting value promotes Borden show, product
When \ on can promote your show
and product simultaneously at point-
of-sale — and do it. to boot, with a
leaflet people aren't likely to throw
away — \ ou've reallv got something.
&V _^_ ' $
JM Th- L.fl.t t.ll. rou ^
<CO^ ho. to d.t.c. count.*.* mon.y. Jf)
3) Stud, 1 c.r.fylly .»d th.n t... y o„r,.K & \%
g-term plug for Border
The Borden Company has hit on
ju>t such a scheme to promote its In-
stant Coffee. In connection with its
NBC-TV anti-crime show, Treasury
Men in Action, it has issued a point-of-
sale give-away booklet titled "Do you
know your money?" which tells graph-
ically how to detect counterfeit curren-
cy It is available to customers in gro-
cerj chains and independent stores
across the land. Since it is a thing of
permanent value, it is likely to serve
as a continuing promotion for both
the show and the coffee. So far, some
5,000,000 copies of this public service
pamphlet have been distributed to
stores, and an additional 1,500,000
have just been printed.
The leaflet is part of a merchandis-
ing plan Borden launched recently for
it- Instant Coffee. First a brochure
urni to store managers offering for dis-
play purposes a huge floor bin capable
of holding four cases of the coffee, plus
copies <>f the "Do you know your mon-
ey?" booklet. Response from mana-
gers was good, and the company now
50
has large coffee displays in an increas-
ing number of retail food stores.
The booklet is a natural tie-in with
Treasury Men in Action, which dra-
matizes case histories of counterfeiting
and other crimes broken up by the "T-
Men." Basic facts about money and
ways that phony currency and coins
can be differentiated from the real
thing are set forth. It points out, for
instance, that in bogus bills, the saw-
tooth points around the rim of the col-
ored seal are usually uneven, broken
off, whereas on the genuine article
these points will always be even and
sharp. The serial numbers on a coun-
terfeit bill will be poorly printed, bad-
ly spaced, uneven, in contrast to the
firm, even, well-spaced numbers on a
good one. Coins which feel greasy, and
make a dull sound when dropped, are
likelv to be slugs. -k -k -k
Radio Reports checks air
plugs advertisers might miss
Advertisers who want to be kept in-
formed of mentions they or their prod-
ucts receive on the air (outside of
shows they sponsor) can do so via the
services of Radio Reports, a radio and
TV "clipping"' service. They can also
check on whether a spot commercial
scheduled for a given time on a given
station was actually aired.
The nationwide organization, 16
years old, now monitors over 16,000 ra-
dio and TV shows each month, most
of them unscripted interview or "talk"
shows, in nine major metropolitan
areas. They cover not only product
mentions or brand names, but also
ideas, trends, or commentator react-
ion to specified subjects. Among sub-
scribers to the service are B. Altman
& Co., American Dental Association,
N. W. Aver. Bethlehem Steel, Carl
Byoir, Chase National Bank, Consoli-
dated Edison. Crowell-Collier.
Here's how Radio Reports monitors
shows: The unscripted programs are
recorded from the air on seven-inch
plastic Sound Scriber disks. Staff mem-
bers listen to these and make written
synopses, which are then scanned for
anything of interest to any client; the
pertinent quote is copied out verbatim
\ <•«• map of nation's TV stations issued by Weed
Weed & Company has just issued a
map (below), 17" by 21", showing
the nation's TV stations. Also shown
are TV network connecting lines al-
ready in operation (solid lines), as
well as new connections to be set up in
1952 (broken lines). Map is available
free to people in the industry. Just
drop a line to Peter James, Weed &
Company, 350 Madison Ave., N.Y.C.
SPONSOR
then forwarded to the client. Shows
are listened to and recorded in New
York, Los Angeles, Cleveland, Chicago,
Detroit, San Francisco, Philadelphia,
Washington and Boston.
A special advertiser service is ren-
dered by the organization's Spot Moni-
toring Department. This department
has 150 spot monitors throughout the
countrv, at "listening posts" in 44
states, who. on assignment from ad-
vertisers, check to see if commercials
are aired as scheduled. * * *
WCAU veteran advertisers
renew; shotv faith in AM
Its alwavs good news for a station
when a client renews, hut on WCAl
recently, four of them did simultane-
ouslv. And these advertisers were
WCAU's four oldest. The combined
Aflrprtixement
Eden signs, Thornburgl-i, WCAU p.es., looks
total of their continuous runs comes
to 86 years.
The breakdown : Household Finance
Corporation, 25 years; Horn & Har-
dart Baking Company, 24 )ears; Amer-
ican Stores (food chain I, 21 years;
Breyer Ice Cream Company, 16 years.
In renewing their contracts for 1952.
the advertisers expressed not only their
continuing confidence in WCAU — but
confidence in radio as a sales medium.
William H. Eden, American Stores'
vice president (see photo above), said,
"We have found our advertising in
\\ CAL to be a s effective now as it was
20 years ago; that's why we are extend-
ing our contract another year." * * *
Briefly . . .
Ruthrauff & Ryan celebrated its 40th
Anniversary in January with a banquet
at the Hotel Roosevelt, New York. Old-
timers at the affair recalled that it was
at a party on Cape Cod that Fred-
erick B. Ryan chanced to meet the late
Wilbur Ruthrauff in 1912. Real estate
(Please turn to page 81)
HENEEDLE!
SJOjJWjwjM!;, Vice-Pres. Gen'l Mgr.
Associated Program Service 151 W. 46th, N. Y. 19
Nothing succeeds like success —
Orders keep pouring in for our new
APS specialized libraries, so if you
haven't gotten the facts on the APS spe-
cials, read this very carefully!
For the first time in transcrip-
tion library history broadcasters
may lease only the library music
they need, use and want and pay
only for what they play. No long
term contracts — APS specialized
libraries are leased on a simple
one year minimum contract.
Want to make your salesmen more
productive? ! ? Then you want the APS
specialized COMMERCIAL LIBRARY.
You get Mitch's famous tran-
scribed sales course series (12 re-
leased so far) — all of them, plus a
new 30 minute episode on a differ-
ent phase of selling every month.
You also get a jingle library con-
sisting of advertiser lead-ins for
more than thirty different types
of business, time and weather
jingles, dollar day spots, etc.
Price? Just $22.50 per month!
This library is now available on
either VERTICAL or LATERAL
transcriptions.
Want to dress up your local pro-
gramming — give it standout identifica-
tion and importance?!?
Then you must get the APS
PRODUCTION MUSIC LI-
BRARY, (there is a radio and a
TV version of this unusual serv-
ice). You get big, lavish general
and special purpose themes,
moods, bridges, stingers, fanfares,
etc. — over 300 selections in all —
all carefully coded and catalogued
for quick use when you want
them. Here's music you can't get
on phonograph records — music
you have to "dig for" in other full
libraries. Cost? Only $19.50 per
month. Take your choice: LAT-
ERAL or VERTICAL transcrip-
tions.
How about big sh<
*view programs
— are they important to you?!? Are
you struggling to stretch the material
you now have in your present library
or have I ? i on a few scattered phono-
graph records?
11 FEBRUARY 1952
The APS SHOW MEDLEY
LIBRARY is a must for you! 80
different shows get the incompar-
able APS full orchestra, complete
chorus and featured name vocalist
treatment in this unique library.
$22.50 per month delivers it to
your station.
How about radio music? If you're
tired of listening to juke box music,
we'll bet your listeners and your clients
would welcome a change too! The
cream of the APS Light and Popular
Concert section culled from the full
APS library forms the backbone of our
RADIO MUSIC LIBRARY.
We'll wrap yours up for $47.50
per month and send you a basic
service of more than 35y 2 solid
hours of 100% radio music. Tag
on an extra $5.00 if you'd like to
get 2 double-faced discs of new
radio music to add to your basic
service each month.
Do you program only popular music?
You're missing a sure bet if you pass
up the APS POPULAR MUSIC LI-
BRARY.
More names — more selections,
(all specially instrumented and
arranged) than you'll find in most
other full libraries. Names like
Mindy Carson, Rosemary Clooney,
Vic Damone, Evelyn Knight, Guy
Mitchell, Kay Armen, Ralph
Flanagan, Al Goodman, Martha
Wright, Phil Brito, Dick Jurgens,
Frankie Masters, Denny Vaughn
and many, many more.
729 basic selections in all comes to
you for $39.50 per month. You'll keep
this library "extra live" for another
$5.00 per month which delivers 2 addi-
tional double-faced discs of new music
of your choice every single month.
Is concert music your problem?!?
We've got an APS CONCERT LI-
BRARY for $32.50 per month. Are
novelties your forte?!? The APS
NOVELTY LIBRARY is yours for only
$19.50 per month.
Detailed breakdown- and auditions
are yours FREE for the asking. Don't
wait! Get the full story today!
Specialized libraries are APS exclu-
sives — they are not available from any
other source. Dozens of station- are
usirifr them.
51
you can't get a tai
n television
•If you'd like a detailed analysis of the summer televisic
advertising opportunity, ask CBS Television Sales for
recent publication 'It Takes Four Quarters To Make A Dolla
A peculiar summer, last summer. Hard to
sec how anybod) gol a sun-tan. Judging l>\
statistics, most people spent the summer
indoors, looking at television, just as they'd
spent tlio winter, and autumn, and spring.
We know yon can do almost anything, with
television, I nit the fact is that nobod) ever
got a tan from a cathode tube.
But it's just as true that summer sponsors
didn't get burned, either.
Most CBS Television advertisers who kept
their names and products selling all last
summer (and most of them did) found* that
...they were reaching big audiences — often
larger than their October-April average
. . . they reached those big audiences at a
low cost per thousand— frequently lower
than their October-April average.
Summer's going to be hot again this year—
in (d>S Television. \nd the people who are
going to stay coolest and most collected
—and collect most— are the advertisers who
see to it the) stay in that picture.
CBS TELEVISION
DOLL
FRUIT
SPONSOR: Niresk Industries AGENCY: Robert Kahn
CAPSULE CASE HISTORY: Niresk cuivertisted its Baby
Blue Eyes doll through the purchase of four 15-minute
portions of an early morning program. Pete & Joe \\ ake-
Up Show. The four shows brought 261 orders for the
$5.95 doll, a $1,552.95 total. Pleased with the result, Ni-
resk renewed for 28 more 15-minute programs. This
brought an additional 1,850 orders or an $11,007.50 gross
at a cost-per-order of SI. 34 — a bit less than 23' < of the
purchase price.
WJR. Detn.it PROGRAM: Pete & Joe Wake-Up Show
SPONSOR: Howard Green AGENCY: Direct |
CAPSULE CASE HISTORY: Green, a fruit grower, had
hundreds of peaches falling off his trees, making a fast \
sale necessary. One Friday and two Saturday announce-
ments for $19.80 told listeners about the over-ripe peaches
on sale at a dollar a bushel. The announcement theme:
"Pick your own peaches." By late Saturday well over
600 cars were at his farm with others turned away when
the peaches were sold. Final sales figures, 1,500 bushels,
grossing $1,500.
WJTN, Jamestown, N. Y. PROGRAM: Announcements
HOME PRODUCTS
SPONSOR: Valentine Home Products AGENCY: Direct
CAPSULE CASE HISTORY: Valentine tried both direct
mail and newspaper advertising, without success. Their
ad aim: to find women who would be willing to give
Plastic parties in their homes. They turned to Platter
Party for recruiting housewives. The show, a Monday to
Friday feature from 1 :00 to 1 :05 p.m. The pitch : a small
gift to women who wrote "Why I would like to give a
flastic party." Four weeks brought 206 party sites,
$2,800 in sales at a $120 cost.
WSYR, Syracuse, N. Y. PROGRAM: Platter Party
RADIO
oV_X
results
BEER
EUROPEAN TOURS
SPONSOR: Southside Liquor Store AGENCY: Direct
CAPSULE CASE HISTORY: Southside publicized a sale
on beer by running seven announcements in one day.
Cost: $63. Store reported that right after the first an-
nouncement sales picked up and within one hour 150
cases of beer were purchased. A steady stream of cus-
tomers continued for six hours, with ivould-be purchasers
lined up for 200 yards outside the store. First announce-
ment sales gross was $540, ivith hundreds of dollars more
coming in during the day.
KFAR, Fairbanks, Alaska PROGRAM: Announcements
SPONSOR: Olson Travel AGENCY: Kencliffe-Breslich
CAPSULE CASE HISTORY: Every Saturday morning
Olson promotes its all-expense European tours on the
Norman Ro?s Hour. This show, featuring classical am
semi-classical recordings, also offers listeners information-
al booklets on various tours. First week's mail response
brought $84,700 worth of business or 242 times Olson's
$350 weekly expenditure. Olson still spends $350 weekly
and gets the same approximate rate of return.
\Y\I \(.>. Chicago PROGRAM: Norman Ross Hour
HELP WANTED
FARM MACHINERY
SPONSOR: A. \Y. II.rk.-r Co. IGENCJ : Direcl
CAPSULE CASE HISTORY: This manufacturer of ma-
chined metal parts desperately needed skilled employees
to complete government contracts. As an experiment, the
concern spent $504 over a three-week period on run-of-
the-schedule announcements. This, after printed media
jailed. At the end of three weeks, Hecker had 120 appli-
cants. From these they selected the most suitable. Hecker
then renewed its radio announcements '/\ </ solution to its
personnel problem.
WIMO. Cleveland
PROGRAM: Vnnoi
SPONSOR: (.ran AGENCY: Direct
CAPSULE CASE HISTORY: Graco, an International
Harvester distributor at Woodland. Cal., makes a $132.54
weekly air expenditure account for 25% of total sales.
His "secret" is consistent broadcasting. Graco's sole ra
dio venture is the Valley Farmer program, Monday
through Friday, 6:45 to 7:00 a.m. This is the tally aftei
four years of sponsorship. Annual sales attributed t<
radio: $500,000. Fifty-two week radio cost: $6,890.
KICK Sacramento PROGR \M: Valley Farmei
Drestigei
_L What makes station prestige?
Good Programming
Adequate Power
Mechanical Perfection
WREC
HAS THEM ALL
That's Why
C WREC
i
IS
Memphis No. 1
Station
FIRST IN
■^^GEOF^ ^ ,,,^5 GBEATEST MA BgErs
AFFILIATED WITH CBS RADIO 600 KC 5000 WATTS REPRESENTED BY THE KATZ AGENCY INC.
11 FEBRUARY 1952 55
PIED PIPER
OF
SYRACUSE
There's a modern Pied
Piper charming youngsters
in Central New York every
afternoon on WHEN.
He's our Bob Ehle, whose
personal appearances invari-
ably draw turn-away crowds.
You'll find Bob Ehle at
'THE BUNKHOUSE"
every week-day afternoon at
5:00 P.M. on WHEN.
TO YOUR NEAREST KATZ
ACENCY MAN AND PUT
BOB EHLE'S "BUNK HOUSE"
TO WORK FOR YOU!
WHEN
TELEVISION
MRACVSEy
CBS • ABC • DUMONT
A MEREDITH TV STATION
mmmmmmmmrjfwm Everard W. Meade
MMBMBBBm *>«o/™ v. P ., Yo Ung & rumc.*
Agency v.p.'s tend to freeze up when asked about billings, but
even Young & Rubicam's competitors admit that Y & R went over
the $30 million mark in radio and TV billings last year. Top radio/
TV executive at Y & R (as well as a member of the Executive Com-
mittee and Plans Board I is Everard W. Meade, a 42-year old Uni-
versity of Virginia grad who started as an office boy at Benton &
Bowles in 1933.
Later he worked on the Fred Aslaire Show, was an assistant on the
Jack Benny spot ("who wasn't?" he says), moved into command of
the Burns and Allen opus, and handled Silver Theater.
"Ev" did his first hitch with Y & R from 1935-'38. After a stint
with Ruthrauff & Ryan, a hitch with the Navy, and almost a decade
as assistant to American Tobacco's G. W. Hill, he rejoined Y & R.
Even with such accounts as General Foods, Schlitz beer, Goodyear
rubber, and Cluett, Peabody (Arrow shirts), the high cost factor of
TV is becoming a problem. "We got a fine deal alternating our
client, Goodyear, with Philco on Television Playhouse. To my mind,
alternate-week programing has it all over participations. The TV
commercial has so much impact that we believe it lasts longer. When
you get into participations and your commercial has to compete with
the other products on the show as well as a hodge-podge of station
breaks, your message is apt to get lost.
"The problem raised by TV is that of doping out a pattern that
the client can stick with, rather than plunging in merrily and having
to back out shamefacedly 13 or 26 weeks later when the budget is
shot and the show is building a nice rating. It's always a weakness
and a temptation not to be businessmen but to be showmen. That's
not a formula that keeps clients.
"Another shift in point of view has been caused by TV. As you
pointed out in sponsor (28 January), agencies used to put together
about 30'; of their radio shows, independent packagers are now
responsible for about 55'y of network TV presentations. W'lirre we
used to feel that practically any 'bright young man' could handle a
radio show, were leaning more and more on the 'professional' now."
When not tussling with these headaches, Ev makes his home with
his wife and daughter in the Gramercy Park Section of New York
City. \ summer vacation at Virginia Beach usually gives his family
a chance to get the sun, and Ev a welcome opportunity to dip his
fly-rod in nearby streams.
SPONSOR
In the chips —
WSM-TV increases
sales 30%
in one season
In less than six months, with only
one program a week on WSM-TV,
Lay's Potato Chips showed a 30%
sales increase in the Nashville area.
If your sales curve is a bit stubborn
about growing in the right
direction, maybe what you need is
some spade work WSM-TV style.
Irving Waugh or any Petry Man
will welcome a chance to show
you what a little intensive WSM-
TV cultivation has done not only
for Lay's but an impressive list of
local, regional and national
advertisers.
How about reaching for your
phone now?
Nashville
WSM-TV
Channel 4
11 FEBRUARY 1952
Statistical
"Sleight of Hand"
When Pulse reports its
base number of homes vis-
ited and interviewed for a
rating figure, you can be
sure it is so. No weighting
or doubling has occurred.
But when a telephone co-
incidental system employs
duplex, beware.
This system asks each re-
spondent what he listened
to 15 minutes ago. Then
the base sample for 15
minutes ago is doubled be-
cause it includes coinci-
dental phone calls made 15
minutes ago and these
unaided telephone recalls.
But let's ask by what sratis-
tical "sleight of hand" the
not at home coincidentals
give recall answers for the
previous 15 minutes.
Does this convert 1 phone
call into 2 as the telephone
coincidental surveyor
claims?
THE PULSE Incorporated
15 West 46th Street
New York 36, N. Y.
What's New in Research?
Do viewers like television programs?
a SPONSOR original
q.
Are you satisfied or dissatisfied with the qual-
ity of television programs at the present lime.
I // dissatisfied) Why are you dissatisfied?*
Totals
Satisfied 77.5%
Dissatisfied 22.5%
Male Adults
75.7%
24.3%
Female Adults
78.4%
21.6%
Reasons for
[Base: 88.ff# i
atisfaction:
ire dissatisfied)
More educational programs needed...
Too much advertising
Treat public as children
Too many v
:ulous; silly ...
; programs .
7. Prograi
8. More educatio
9. Too many children's
10. Movies too old ..
11. Too many mysteries _
12. Too many movies..-
13. Programs bad influence on children....
14. Too many variety programs
20.8%
. 8.9%
7.7%
7.1%
.. 6.5%
. 6.0%
5.4%
Note that only one out of
everj four of those inter-
viewed, in the study at
right, expressed dissatis-
faction with what they saw
on TV; also that this ratio
held true regardless of sex.
The "reasons for dissatis-
faction" were specified by
the 22.5% who were dis-
satisfied only, or 168 out of
the total 745 interviewed.
The dominant complaint,
cited by 20.8^ of the "dis-
satisfied" respondents, was
that there is too much repe-
tition, "too many" of cer-
tain types of programs.
Two of the program
types mentioned as being
overabundant were West-
erns and mysteries. Bear-
ing on this, an analysis just
made by the National As-
sociation of Educational
Broadcasters of program-
ing on New York's seven TV outlets during the week of 4-10 January 1952, re-
vealed that crime (mystery) shows account for 14.6% of the total broadcast
time in the metropolitan area, while Westerns take up 8.3^ • In actual running
time, the crime shows consumed a total of 91 hours during the sample week, the
Westerns approximately 51 hours.
A fuller breakdown ( by Pulse I of the amount of air time actually devoted to
different TV program-types is seen below. It covers all New York TV pro-
grams, both network and local, for the week of 1-7 December 1951; also gives
ratings. I Program-types with less than 10 hours on the air in sample week
have been omitted.)
''This survey < was
Advertest Research,
metropolitan area in
I programs for children needed 5.4%
....... 4.8%
_ 4.8%
_ 4.2%
4.2%
- 3.6%
3.0%
_ 3.0%
4.8%
13.1%
conducted exclusively for SPONSOR by
Interviews were made in the New York
January 1952.
Q.
much time is devoted to each TV program type?
i \,,r fork City, I 1 tftcmnbet tOSl, TelePuIt*)
Program-
type
Total no. of V* hrs.
on air during week
rating
Program-
type
Total
10. of i/ 4 hrs.
during week
Average
Feature films
512
218
170
169
141
137
cc 125
es 107
100
93
65
62
3.5
5.6
4.3
3.6
4.5
3.0
1.4
125
2.2
3.1
19.3
.3
Musical variety
56
55
50
39
38
37
30
30
28
27
27
zs
14
7.4
6.8
Westerns
Daytime variety
Forums, discussio
2.9
Quiz. Audience
Homemaking servi
Drama and Myster
Film shorts
Comedy-variety
Test Pattern and
Music or News
Education and Science
Comedy, situation
1.6
10.4
4.6
9.7
Religion
1.8
4.3
16.8
United Nations
3.1
SPONSOR
SELLOUT FOR A BOWL IN A CHINA SHOP-
Dayton's Mayor Louis
W. Lohrey guests
Virginia Pattei
Pulse for November shows 7
out of top 10 weekly shows
were aired via WHIO-TV
Patterson Plugs
Proven on WHIO-TV!
Virginia Patterson takes turns selling the products
of all participating sponsors during her hour- long,
5-mornings-a-week television show. Came a local
china shop's turn not long ago with a special one-
time TV offer (a bowl). One good Patterson
commercial on the bowl sold 3000 — and got
orders for another 3000 that the shop couldn't
fill. A not-too-significant example — but it gives
you an idea of what happens when she turns her
talents to foods, appliances, clothing, cosmetics
and other products for other sponsors.
Virginia aims her show straight at the big
WHIO-TV housewife audience she's known for 2
years — entertains them with songs, piano music,
guest stars, product demonstrations, household
hints and public service features. Virginia does
the vocals, and she's got the background for it.
She studied music at the Cincinnati Conservatory
and voice at Chicago Musical College. She also
played in musical comedy, worked with traveling
stock companies, appeared in movies, sang as
guest soloist with orchestras, pioneered on TV in
1932 experiments and worked in early radio. Her
personality has her audience right where you
want them — in front of their sets at 10:30 a. m.
every day. Want to reach them with participating
spots while they're sitting there in a buying mood?
George P. Hollingbery Company representatives
can fix it for you.
The story behind the first 8,000 pages
YV£ were showing the station manager from San Francisco around our
shop. After a while he said,
"You boys are muffing your opportunities."
"How's that?" we asked.
"I've always liked SPONSOR," said the man from Frisco, "but you've
done a lousy job of keeping me posted on your progress. Why wasn't I
told before about your Readers' Service Department — or your emphasis
on home subscriptions — or your increase in personnel? Don't you think
Vm interested in your reprint service or your 1952 philosophy of putting
out a broadcast advertising trade paper? You fellows have gone a long
ways in five or six years. Why don't you tell us guys ivliat's happening?"
Down to basics: Some 8,000 pages have been put to
bed by SPONSOR since November, 1946. In tune with
our pinpointed editorial objective, they've been beamed
virtually 100% at sponsors, prospective sponsors, and
their advertising agencies. Advertising pages in 1951
averaged about 105 monthly, a 339? increase over
1950. These were matched by a like number of edi-
torial pages. Full-time personnel (excluding printing
personnel) jumped from 6 in 1946 to 25 in 1952. Full-
time branch offices are maintained in Chicago and
Los Angeles. The New York office occupies two floors
(3rd and 5th) at 510 Madison plumb in the middle
of Manhattan's advertising industry. Paid circulation
(at the high rate of $8 for 26 issues yearly) represents
nearly 70% of all copies printed; we plan to increase
the press run to 10,000 in 1952. A library for sub-
scribers is being installed on the 5th floor of our New
York headquarters. Readers' Service is now a full-
fledged, full-time operation serving many of the biggest
agency and national advertiser firms every day.
Editorial concepts: The highly pictorial, easy-to-read,
facts-and-figures formula that SPONSOR unveiled in
1946 has made its imprint on most other advertising
trade papers. Today we are more pictorial than ever.
We adhere rigidly to a policy of writing every word
of editorial content for the benefit of radio and TV
buyers. We allow no puff-stuff, protect this policy by
staff-researching and staff-writing every article and de-
partment. Sponsor experience stories are basic, but
additionally a single issue will contain interpretive ar-
ticles on programing, research, merchandising, costs,
current problems, buying tips — covering both radio
and TV. As many as 12 departments supplement the
seven or more interpretive articles highlighting each
issue, plus two industry-famous columnists.
What about merchandising: Editing a top-notch trade
paper is only 50% of the job. The other 50% is in-
ducing busy executives to read it. SPONSOR achieves
this by putting a heavy effort on mass and selective
merchandising. Merchandising cards highlighting each
issue, individual notices about articles, paid space in
newspapers and trade papers, reception room copies,
newsstand distribution are all part of our merchandis-
ing strategy. Home readership (which we consider far
weightier than office readership) is another goal.
Readers' Service, which in 1951 handled 105% more
inquiries than in 1950, is a vital element in merchan-
dising; phone calls, letters, and wires (about 80%
from advertising agencies and national advertisers)
are answered with dispatch by a Readers' Service spe-
cialist. Reprints, too, help merchandise the magazine
and build readership; reprint requests in 1951 were
240% ahead of 1950.
Circulation statistics: In keeping with SPONSOR'S edi-
torial direction, most of its circulation goes to na-
tional advertisers, regional advertisers, and advertis-
ing agencies. Among agencies placing 90% of national
spot and network business (both radio and television)
SPONSOR averages about 16 paid subscriptions —
every one to a broadcast-minded reader. Some agen-
cies have 40 or more subscriptions. Our press run is
still under 8500, but in contrast with earlier days of
controlled circulation this is nearly 70% paid — and the
press run may soon go up to 10,000 if subscriptions
($8 per year) keep mounting at the present rate. The
latest breakdown shows:
Circulation Breakdown by Readers
Sponsors and prospective sponsors 3316 39%
Account executives, timebuyers, radio
and TV directors, etc. _ 2634 31
Radio and TV station executives 1738 22
Miscellaneous - 702 8
Total 8390 100%
Paid-subscriber Analysis
Advertisers Advertising Agencies
Presidents 9% Presidents 18%
,r. . i . 1A Vice presidents and
Vice presidents lo r
account men 26
Ad managers, radio Timebuyers, media,
and TV managers 65 radio/TV men... 42
Others 10 Others 14
Totals 100% .... ......100%
Our pledge: We're doing a good job, we think, but we
can do better. You can look to SPONSOR for steady
improvement, for courageous trade paper journalism,
for ever-increasing service to advertisers and prospec-
tive advertisers, for progressive merchandising. We
pledge our 100% loyalty to radio and TV — the most
productive advertising media the world has ever
known. Our keynote for 1952 {and the years to come)
is a better use service for broadcast advertisers and a
better advertising medium for broadcasters.
SPONSOR
the | USE | magazine
of radio and
television advertising
World-Famous Pee Wee King
Available on WAVE- In Person!
You know Pee Wee King and his Band
(featuring Redd Stewart) as one of
the top broadcasting and recording
organizations in America.
Pee Wee is author of several recent Hit
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Louisville area is now sponsored
three hours a week on WAVE and half
an hour a week on WAVE-TV.
Maybe you saw him on Gulf Oil's big
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• LOUISVILLE
Free & Peters, Inc., Exclusive National Representatives
index-
.v#'#-o#i #/ iitt if. vol. .7
JULY THROUGH
DECEMBER 1951
Icfverl ising Agencies
How good i- >our account executive?
Why so many >pon-or- an' clumping agencies ...
Frank Delano. Foote, Clone & Belding. profile
r.li/abeth Black, Joseph Katz Co., profile
Lawrence, Valenstein, Grey Advertising profile.
Timebuyers are agency's forgotten men
Jam.- Si. Cecil. Cecil & Presbrey, profile
\ da\ in the life of an account executive
Barry Ryan, Riithranff & Ryan, profile
Ray Vir Den, Lennen & Mitchell, profile
Milton Biow, Biow Company, profile
Automotive and Lubricants
Xuto firms on the air, forecast
16 July i
16 July i
13 Aug. ]
13 Aug. |
Shell Oil, Atlantic Refining air strategies
Conoco strikes oil with spot radio and TV .....
WMAY d.j. sells used cars via new approach
Brian Rootes, Rootes Motors, profile 27 Aug. p.
WHIO-TX swap shop triples tire recap business ... 27 Aug. p.
Auto-Lite spends $1,500,000 on AM/TV mysteries 8 Oct. p.
H. M. Warren, National Carbon Co. (Prestone
anti-freeze), profile 22 Oct. p.
Rayco (auto seat covers) profits by air errors 19 Nov. p.
Forum: How can new car dealers best use air?... 19 Nov. p.
Goodyear Tire sponsors biblical drama on TV 17 Dec. p.
Broadcast Advertising Problems and
Developments
Radio stations assert strength of AM
"Radio weak in selling itself: Kobak .
Outlook for advertisers in network radio
Network radio circulation facts and figures
What does network radio cost?
Tred toward flexibility in net radio __
Spot radio: facts and figures
FM radio: fall 1951 outlook
Transit Radio: fall 1951 outlook
Storecasting yields satisfied sponsors
Regional networks prosper
Forum: How can radio better sell itself?
New broadcast codes and censorship
California broadcasters make radio sales pitch ...
New low cost of network radio
Stuart Chase's 1928 prophecy on radio
Broadcast sales group stresses flexibility
Why radio will thrive in a TV era
Why sponsors are returning to radio
Are networks encroaching on spot radio?
SCBA presents case for California radio
The truth about Red Channels: I
Tape recorder is revolutionizing AM programing
The truth about Red Channels: II
NBC's new radio plan ...
Today's AM-TV clinics do real job .
How to keep Reds off the air — sanely: III
How many NBC milestones can you remember? ....
Radio networks are being reborn
Let your salesmen in on your advertising
New network merchandising era
Do cigarette claims hurt all air advertising?
Clothing
Samuel Sennet, Howard Clothes Corp., profile _
Forum: Can men's apparel be sold effectively on
radio and TV?
Codes and Censorship
Government censorship possibility: NBC code ...
Be careful on the air; radio censorship: I
TV introduces new censorship anx
The truth about Red Channels: I
The truth about Red Channels: II .
New TV code proposed by NARTB
How to keep Reds off the air— sanely: III .
Do cigarette claims hurt all air advertising:
Commercials and Sales Aids
13 Aug. p. 36 Schwerin pre-tests radio/TV commercials 2 July p. 28
27 Aug. p. 23 Fall 1951 trends in radio/TV commercials 16 July p. 12
8 Oct. p. 60 Singing commercials have potent sales punch.. 16 July p. 85
22 Oct. p. 56 Petry device previews TV shows, pilches 30 July p. 45
5 Nov. p. 54 Traii-film briefs admen on film commercials: 1 13 Aug. p. 34
19 Nov. p. 34 Forum: Do "best-liked" commercials sell best?. ... 13 Aug. p. 48
19 Nov. p. 58 Transfilm gives lowdown on film commercials: II 10 Sept. p. 39
3 Dec. p. 27 How to be a dud at writing radio commercials . 8 Oct. p. 38
3 Dec. p. 58 The jingle that built Carolina Rice 22 Oct. p. 10
17 Dec. p. 54 So you think you own your own jingle? _ 5 Nov. p. 35
31 Dec. p. 56 How to blend film-commercial techniques 19 Nov. p. 40
Do viewers remember your TV commercial? 3 Dec. p. 32
Station breaks pack punch in few seconds 3 Dec. p. 40
Confections and Soft Drinks
Coca-Cola, Canada Dry air strategies 16 July p. 34
Mars top user of air media among candy firms . 16 July p. 37
H. W. Guppy, Planters Nut & Choc. Co. profile ... 30 July p. 16
Cliquot Club sold by TV ventriloquist, dummy... 8 Oct. p. 56
How kid TV show sold Coca-Cola 19 Nov. p. 24
Contests and Offers
Trends in contests and premium offers 16 July p. 169
How sponsors profit with premiums: I 13 Aug. p. 32
Sponsors cash in on kid premiums: II 27 Aug. p. 28
How to run a premium promotion: III 10 Sept. p. 34
Flamingo premium offer reaps record returns 17 Dec. p. 50
Beer sponsor profits from "Disk Jockey Contest" 31 Dec. p. 54
Drugs and Cosmetics
How drug firms are using the air ___ 16 July p. 33
Tintair, Hazel Bishop rose with use of radio/TV 16 July p. 36
Chap Stick wins male trade via spot radio 30 July p. 24
J. Sanford Rose, Rhodes Pharmacal, profile 13 Aug. p. 18
Vick Chemical uses Canadian radio 27 Aug. p. 53
Elmer H. Bobst, Warner-Hudnut, profile 8 Oct. p. 22
Frank Clancy, Miles California Co., profile 5 Nov. p. 20
Rybutol zooms to No. 1 vitamin spot via air 19 Nov. p. 30
Jack S. Hewitt, Anahist Co., profile 3 Dec. p. 20
Serutan climbed to top with radio/TV 17 Dec. p. 30
Farm Radio
Big response to WOW-promoted farm study tour 2 July p. 43
Oyster Shell uses spot radio to reach farmers 3 Dec. p. 30
WGY celebrates 25 years of farm airers 3 Dec. p. 52
Food and Beverages
M. H. Robinson, Monarch Wine Co., profile 2 July p. 16
Ruppert, Pabst, Piel's lean on radio/TV 16 July p. 35
Mueller's, National Biscuit air strategies 16 July p. 35
Continental Quality Bakers find radio/TV works 16 July p. 36
Carnation, Borden put radio/TV to work 16 July p. 37
Nedicks revives sales with spot radio 27 Aug. p. 26
Radio/TV help Ruppert from red ink to black ... 27 Aug. p. 32
Kellogg Co. uses Canadian radio 27 Aug. p. 63
Barbara Collycr, Welch Grape Juice Co., profile ... 10 Sept. p. 20
Quaker Oats resumes AM schedule, continues TV 24 Sept. p. 30
Carolina Rice builds radio campaign on jingle .... 22 Oct. p. 40
K. J. Forbes, Bovril of America, profile 17 Dec. p. 20
Flamingo offers premium, reaps record returns ... 17 Dec. p. 50
H. E. Picard. San Francisco Brewing Corp., profile 31 Dec. p. 12
Seabrook switches to own frozen food brand 31 Dec. p. 30
Foreign Radio
U. S. advertisers hit pay dirt in Alaska 2 July p. 17
16 July p. 187 How to sell foreign language market 16 July p. 102
10 Sept. p. 30 Radio advertising outside I. S. 16 July p. 104
24 Sept. p. 36 Alert advertisers slant pitch to foreign groups 27 Aug. p. 20
8 Oct. p. 27 Canada: the market 27 Aug. p. 38
22 Oct. p. 30 Canada: radio facts and figures 27 Aug. p. 40
5 Nov. p. 27 Canada: tip- to radio advertisers 27 Aug. p. 48
5 Nov. p. 32 Canada: how successful air advertisers operate... 27 Aug. p. 52
17 Dec. p. 31 Forum: What Canada air offers U. S. sponsors... 27 Aug. p. 56
2 July p. 17
2 July p. 26
16 July p. 44
16 July p. 44
16 July p. 50
16 July p. 55
16 July p. 65
16 July p. 95
16 July p. 96
16 July p. 100
16 July p. 105
16 July p. 176
16 July p. 187
30 July p. 18
30 July p. 21
30 July p. 32
13 Aug. p. 20
10 Sept. p. 25
24 Sept. p. 27
24 Sept. p. 34
24 Sept.
8 Oct.
8 Oct.
22 Oct.
22 Oct.
22 Oct. p. 35
5 Nov. p. 32
19 Nov. p. 38
3 Dec. p. 38
17 Dec. p. 27
17 Dec. p. 32
17 Dec. p. 34
p. 27
p. 32
11 FEBRUARY 1952
63
insurance and Finance
ia radio
Wellington Fund gets new
Banks can do better on radio/TV
Radio ups sales 10U r ; for insurant
2Julj p. 12
LOSept p. 32
19 Nov. p. 51
flail Order and Per Inquiry
Mail order strong on \M. w
I'ri i i n 1 1 1 1 r > dial- being dis
Rayi i Nite Glasses win wil
aged
16 July p. 184
16 July p. 184
8 Oct. p. 30
Merchandising
Merchandising aid offered by nets, stations 16 July p. 185
Big-citv stations swing to merchandising . 13 Aug. p. 25
"Radio Dollars" merchandising-premium plan ..... 5 Nov. p. 48
Rybutol uses high-pressure merchandising 19 Nov. p. 30
Networks offer new merchandising benefits 17 Dec p. 32
Forum: If the radio networks go in for merchan-
dising, what services would most benefit ad-
vertisers? 31 Dec. p. 52
Miscellaneous Products and Services
Harold L. Schafer, Gold Seal Co., profile
\\ li> -porting goods neglect the air
.Mausoleum sells crypts via radio
Ronson uses Canadian radio
Reynolds Metals makes friends on local level—.
G. N. Coughlan, G. N. Coughlan Co., profile
Hudson Pulp & Paper buys back into spot \\l
Radio turned tide for Rayex Nite Glasses
Longiiies-Wittnauer dignified programing sells
Whs Cannon Mills turned to radio and TV
Oyster Shell feed firm thrives on spot \M
Singer Sewing Machines' happy radio/TV trial..
16 July p. 22
30 July p. 29
13 Aug. p. 54
27 Aug. p. 62
10 Sept. p. 28
24 Sept. p. 14
24 Sept. p. 28
8 Oct. p. 30
5 Nov. p. 30
5 Nov. p. 36
3 Dec. p. 30
31 Dec. p. 36
Programing, General
Morning men prove sponsor bonanza
Forum: How will net radio programing change?
Programing trends in network radio
Spot radio programing trends
Network co-op programs pick up billings
More sponsors using transcribed syndicated shows
s offer low -cost programs
Aftei
( ana
■ fie
1,1,,.
• for
adio/TV
typed pro<
nmg?
Ice Follies uses radio one-shots effectively
Ziv transcribed comedy series attracts sponsors ..
Forum: Will "live" radio decline to be replaced
by more transcribed shows?
Mysteries on \M and TV pay off for Auto-Lite..
How to remake an AM drama for T\
Political one-shot pays off for WIP sponsor .......
Dignified musical programing sells for Longines ...
Why blame the program director?
Do.s controversy spur sales?
Radio hypnosis proves sales-winning stunt on KYA
Programing, Television
Trends in spot TV programing
Network T\ co-op shows gain sponsors
Program trends in network TV
Micrnate week TV programing .
'I A film programing, trends, firms
\ iewer grifies are tip-off to better TV programs _
lii-i daytime TV soap opera put on film
i rockets to radio/TV popularity
2 July
2 July
16 July
16 July
16 July
16 July
16 July
30 July
27 Aug.
10 Sept.
10 Sept.
10 Sept.
10 Sept.
24 Sept.
8 Oct.
22 Oct.
22 Oct.
5 Nov.
3 Dec.
31 Dec.
31 Dec.
T\ disk jockey packs potent sales punch
Davlime T\ program preferences
"Suspense" on T\ and AM nays off for Auto-Lite
How "Mr. District \ttorncy" was remade for TV
Foium: Programing music effectively on TV
Public Utilities
Bell Telephone's regional firms use spot \M/T\
How electric companies use air nationally: I
Electric, gas utilities like spot radio/TV: II
Researeh
Sehwcrin pretests programs and commercials
New A RIM findings on newspaper \-. radio
Radio Basics: a charted compendium of statisti
cal information about radio, its audience, pro-
grams, costs, billings
Radio and T\ research trends, organizations
16 July
16 July
16 July
16 July
16 July
13 Aug.
27 Aug.
10 Sept
10 Sept
8 Oct.
p. 34
p. 34
p. 54
p. 140
p. 142
p. 152
p. 159
p. 171
p. 30
p. 20
p. 36
2 July
L9Nov.
3 Dec.
2 July
L6 luK
Rasic research techniques and weakness, charl
Radio re. T\ in Tulsa
Market i.sts help chart sales expectancy
Out-of-home listening evidence grows
Forum: Should radio/TV ratings be expressed ir
number of homes reached?
Radio listening in Midwest: spring 1951
Hi — , i and better RMB-tvpe stud) on wa\
CBS NBC study measures individual listening.
How B\B will serve sponsors in 1952
New B \B station Bales tool
How is radio doing in T\ homes?
Retail
How radio can sell retailers better: Joe Ward
Exciting radio pitches build supermarket traffic .
Forum: Can men's apparel be sold effectively on
radio and TV?
16 July
10 Sept.
24 Sept.
3 Dec.
17 Dec.
17 Dec.
31 Dec.
16 July p.
2: \ug. p.
8 Oct. p.
22 Oct. p.
19 Nov. p.
3 Dec. p.
Soaps, Cleansers, Toilet Goods
budgets
Air media get much of Rinso,
Lever Bros, uses Canadian rac
Procter & Gamble uses Canadian radio
Bab-0 bounces back with new air approach
Bristol-Myers remakes "Mr. D.A." for TV ...
16 July p. 33
27 Aug. p. 64
27 Aug. p. 65
22 Oct. p. 27
22 Oct. p. 38
Sports
TV and sports: many hurdles to clear
Grocery chain courts men with sports show
Forum: Will promoters curtail sports sponsorship
because of TV's effect on the boxoffice?
Sports sponsorship developments in Fall, 1951
Television
TV Dictionary/Handbook, D-L
Spot TV: rates, costs, availabilities, who uses
Network TV: circulation, costs, availabilities, pro-
gram trends, leading clients, agencies
Kinescope recording trends
Theatre and subscriber TV, forcast
How to cut TV program, commercial costs.
TV union problems
TV Dictionary/Han "
Network vs. spot T
TV Dictionary/Handbook, R-Z .
Forum: How can low-budget advertiser use TV:
More rural families owli TV sets
What TV viewers gripe about
What TV has learned about economy.
Don't lose out on daytime TV
Do reviewers remember your TV commercial?
Forum: How soon will morning TV become im
portant to national and regional sponsors?.
TV commercials: F
ed show
Timcbuying
Early morning hours good bet for sponsors
What does network radio cost?
Spot radio time rates __
Trends in spot linicbiiying
Tips on fall 1951 timcbuying
Network radio become- g I buy
After-midnight radio: low-priced effective
What's your TV choice: net or spot? ..
T\ I ie low budget advertiser
Don't lose out on daytime T\
"Flowchart" simplifies air buying
Timebuyers: underpaid, underplayed, overworked
Are vim overlooking station breaks?
Weed cost breakdown eases spot T\ buying
Forum: How soon will morning TV become im-
portant to sponsors?
Tobaeeo
How cigarette firms use the air
Do cigarette claims hurt all air advertising?
Transcriptions
Transcribed programs, use of, costs, popularity —
What library services offer
Ziv comedy series attracts many sponsors
Forum: Will transcribed shows replace live? .....
Tape tecorder is revolutionizing AM programing
16 July p. 149
16 Jul> p, 158
16 July p. 181
16 July p. 182
16 July p. 185
16 July p. 190
30 July p. 30
30 July p. 34
30 July p. 38
13 Aug. p. 20
13 Aug. p. 30
24 Sept. p. 32
8 Oct. p. 34
3 Dec. p. 32
2 July p. 19
16 July p. 50
16 July p. 68
16 July p. 82
16 July p. 198
30 July p. 22
30 July p. 26
30 July p. 30
30 July p. 38
8 Oct. p. 34
5 Nov. p. 40
19 Nov. p. 34
3 Dec. p. 40
17 Dec. p. 38
17 Dec. p. 46
16 July p.
16 July p.
10 Sept. p.
24 Sept. p.
8 Oct. p.
BINDERS to keep your copies of SPONSOR always handy, $4 each; two tor $7.
BOUND VOLUMES of your J95 7 issues (2 volumes), $72.50
A LA CARTE TELEVISION
Television, sponsors say, can be satisfying fare.
And Spot Program television lets you choose any
item on the menu, cooks it to your taste and serves
it exactly where you want it. Yet it costs no more than
the regular "no substitutions permitted" dinner.
buy tv by spot and order only the markets you want .
Forget "must" cities, "must" stations or minimum
network requirements. You'll get top service from
the stations you choose . . . uniform and pleasing
picture quality for your programs. And when you
get the bill, you'll find the savings in station rates
are enough to pay for your film prints, their distri-
bution and other costs, if any.
To discover how nourishing Spot Program television
can be for your sales curve, just call the salesman
at the Katz office and see what he can prepare for
you. If you're like an increasing number of national
advertisers, you'll go for it.
YOU CAN DO BETTER WITH SPOT. . . MUCH BETTER.
AT TABLE D'HOTE PRICES
THE KATZ AGENCY, INC • national advertising representatives
488 MADISON AVENUE . NEW YORK 22, NEW YORK . CHICAGO . LOS ANGELES . SAN FRANCISCO . ATLANTA . DALLAS • KANSAS CITY • DETROIT
11 FEBRUARY 1952 65
MEN, MONEY, MOTIVES
[Continued from page 6)
pa) for a second boom at the rate oi
$20 an hour, with a minimum <>f six
hours? \gain it is asked, when the
musical conductor is shut off because
of studio geograpln from a direct view
ol the program director and a third
"monitor" (i.e another T\ receiving
set i is needed so the conductor can
Follow the show and pick up his "cues"
\isuall\. wh) should this necessar) ex-
tra "monitor" be charged to the adver-
tiser at SI 5 an hour?
Then there is the question of the
"overhead" surcharge passed along to
the advertiser on every unionized crew-
man. The complaint is heard that
union leadership will surely want to
cut in on the collectible "value" of
stagehands and grips, as this "the-traf-
fic-will-bear-it" value is dramatized to
them by network "overhead" charges.
That's a point the 4A"s committee ex-
pects to stress hard.
\ particular gripe centers on scen-
ery. Admittedly this is an expense cre-
ated by the visuality of television. Ra-
We serve 400,000 loyal listen-
ers in Negro, rural, industrial,
and four nationality groups.
Only the Gary Sales Plan sells
Indiana's second market.
Call us without obligation.
Gen. Mgr.-WWCA
Gary Indiana's
No. 2 Market
dio always avoided that, and thereby
avoided doing business with the
IATSE. Acknowledging the natural
costliness of scenery, 4A opinion isn't
hostile to network's rapid "amortiza-
tion" but does kick about a "mainte-
nance" charge which goes on after the
scenery is paid in full and often
amounting (this maintenance) to 80%
of the previous weekly charge for
amortization.
* * *
In a number of instances commer-
cially sponsored television programs in
New York have, this past season, elect-
ed to not patronize the networks in
commissioning the construction of
scenery. One show deals directly with
scenic studios, figures an actual sav-
ing of $20,000 minimum plus the fur-
ther book asset of now owning outright
some $50,000 worth of scenery, stored
against future need.
* * *
Whole tricky, technical and tantaliz-
ing 4A's issue brings to mind the imag-
inative proposal, never given the at-
tention it deserved, of Frank Stanton,
president of CBS. He tried and failed
to get other telecasters to go along in
the creation of a "television production
center" which he conjured as situated
in Westchester County 45 minutes by
train from Grand Central. Here could
have been built TV studios, ware-
houses, scenery lofts, prop depots, of-
fices and every facility. On cartage
savings alone the proposal would have
been worthwhile.
* * *
Plainly the spring convention of the
4A's will present a major challenge to
the statesmanship of the new industry.
Frankness on this complex issue is
over-due. * * *
Chicago's
TV ON A MILLION?
[Continued from page 39)
Show delivers twice 6,897,000 impres-
sions or 13,794.000. This is 2,544,000
more impressions than the 1.000-line
newspaper ads deliver in two weeks.
Two other CBS-TV shows (both
half-hour) far exceed this lead over
the newspapers. The Web (see com-
plete figure breakdown in box on page
38) delivers close to 5.000.000 more
impressions than the newspapers at a
cost of approximate!) <>ne million dol-
a year. Big Town, which reaches
3.430,000 homes weekly,
costs about
SPONSOR
Now; lJ+fiOOfiOO families can watch the show
In the short time television has been
on the road, it has come a long way.
Only six years ago. intercity broad-
casting was in the experimental stages.
When the 1945 Army-Navy game was
rent to New York from Philadelphia
through 95 miles of coaxial cable, it
was the fir.-t time in history more than
one city could
at the same tii
of telecasting.
event
iethod
Today 94 television stations in 54
cities — representing more than half
the country's population — can present
the same show . . . and coast-to-coast
transmission is accomplished with
great success.
flmailrasting facilities, provided by
the Long Lines Department of the
\merican Telephone and Telegraph
Company, and the Bell Telephone
Companies, total 2-L(HI<> channel miles.
Planning and providing these facili-
ties is a big job. It takes special equip-
ment and personnel, made possible
only by large investments. The present
value of coaxial cable and 0ta€Uo
SRe/ai/ facilities used by the Bell
System for television is $85,000,000.
\ el the cost of the service is low.
The Telephone Company's total net-
work charges average about 10 cents
a mile for a half-hour program.
BELL TELEI'HO.XE SYSTEM f[ 4
PROVIDING TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW
REPRINTS
AVAILABLE
of following
Sponsor
sun irs
□ Radio Basics
□ What Radio Should Know About
Selling Retailers
□ Why Sponsors Are Returning to
Radio
□ How to "Sell" a Candidate
□ How to Win With Juan {Spanish
language markets)
□ New Network Merchandising
Era Here
□ How Sponsors Profit With
Premiums
□ Hojstra Study #2
□ How to Blend Film Commercial
Techniques
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mail complete announcement. Do not clip coupon
SPONSOR
510 Madison Ave., New York 22, N. Y.
Please send me reprints checked above and bill
NAME
FIRM
ADDRESS
CITY
ZONE
STATE
one million dollars for time and talent,
averages 2.5 \ie\vers per set for a total
of 8,575,000 viewers each week I \RR
December 1951). This means that
ever} two weeks the show makes 17,-
150.000 advertising impressions or
about 6,000,000 more advertising im-
pressions than the same amount of
money invested in newspaper ad\ertis-
ing.
DuMonfs Flying Tigers ( half-hour I
bests the newspaper total by 295,600
impressions at half the cost (see box
page 38). All of the networks, in fact,
can furnish examples of programs run-
ning a million dollars or less which
deliver more ad impressions than a mil-
lion dollars in newspapers.
A weakness of television which the
Moloney. Regan & Schmitt ad did not
cite, however, is that it is virtually im-
possible for any network TV show to
clear all the TV markets. It is possi-
ble, on the other hand, to buy newspa-
pers in 63 TV cities without difficult) .
But on an impression-for-impression
basis TV leads. Moreover, the ques-
tion of position in newspapers must be
considered. An every-two-week, 1,000-
line advertiser in a metropolitan paper
would be unable to guarantee himself
preferred positions without paying
heavy extra fees. Low-readership loca-
tions likelv to chop his noting average
would frequently be his lot.
Despite the impossibility of clearing
63 markets via network TV. advertis-
ers can easily do so with spot cam-
paigns. But would spot measure up
with newspapers on dollar-for-dollar
comparison? The answer is decidedly
yes. Five daytime announcements
could be had weekly for 52 weeks for
under $900,000 in 63 markets. Assum-
ing that the average rating of these
announcements was 5, and that there
were two viewers per set, these an-
nouncements in two weeks' time would
make 15,000,000 ad impressions or 3,-
750,000 more than the 1,000-line news-
paper ads.
For a fuller exposition of the spot
TV side of the story, sponsor asked
the managing director of the National
Association of Radio and Television
Station Representatives. Murray Grab-
horn, to state his views in an open let-
ter to Moloney, Regan & Schmitt.
Wrote Grabhorn:
Gentlemen:
"The editors of sponsor, a well
known national trade publication cov-
ering the radio and television fields,
• ailed nn attention to your striking
advertisement in the New York Times
on January 22nd.
"I had not seen it until they drew
it to my notice, because, although I
have a great admiration and respect
for the New York Times, I was tuned
to — pardon me — happened to read one
of the other four New York morning
newspapers, and therefore had no op-
portunity to be exposed to your well
written cop) .
"However, I am certain it must have
been 'noted,' as Mr. Starch would say.
by a great many people who control
advertising budgets. Perhaps only
those who 'read most" of the ad (Starch
again I would be instantly conscious,
as was I, of the fact that the family
depicted in the cartoon certainly
seemed to be very enthusiastic tele-
\ ision \ iewers, or how else could you
explain their willingness to buy three
television sets, and their energy in
moving them around so all three of
their favorite programs could be
viewed at the same time. Surely this is
real enthusiasm as compared with an
apparent apathy toward newspaper
reading, for search though I might. I
saw no sign of a single newspaper in
the cartoon, not even a discarded one
on the floor.
"As you point out in the copy, a
million dollars will buy a whale of a
lot of newspaper linage over the course
% of a year. You were pretty specific as
to the size of the copy, the frequency
of insertion, the number of newspapers
and cities. You were a little less spe-
cific as to the comparison of just what
a million dollars would buy on televi-
sion. If you are interested, I should
like to fill in this omission.
"In the first place, there are 64 tele-
vision cities, not 63 as you state in
your copy. However this is incidental.
In those 64 cities, television will supply
a visual commercial with movement,
similar to your cartoon, and carry a
message at night in prime time of ex-
| 6233 Hollywood Blvd., Hollywood
155 E. Ohio Street, Chicago
SPONSOR
Today more than 8,000,000 people
attend each performance.
Ohow night at the Belasco — in days gone
by a treat for the favored few — is now a theat-
rical event that goes to hamlets and hearthsides
from coast to coast. Thus by radio, the spell of
the theatre is spread into homes remote from
the lights of Broadway.
For seven years, United States Steel— through
its full-hour program, Theatre Guild on the Air
—has brought into America's homes the genius
of the great actors and actresses of our time . . .
in distinguished dramas of past and present.
Coming up this season are such outstanding
productions as Oliver Twist, The Sea Wolf, A
Square Peg, The Second Threshold, Dear Brutus
and The Bishop Misbehaves.
With such performances as these, the honored
stage of the Belasco has become the scene of
radio's most honored show— the U. S. Steel Hour.
Theatre Guild on the Air
U. S. STEEL HOUR
SUNDAY EVENINGS on N.B.C 8:30 ?.««..,
11 FEBRUARY 1952
acth the cop) \ du have in your large
ad. and bring it to a television audi-
ence of L5,310,000 uint L4,500,000),
L39 times over each station during the
course of the year, instead of the 26
times you suggest they would be lim-
ited to in your copy. That's roughly
three times a week, not once even oth-
er week; or they could reach the top
30 markets 204 times or more than five
times a week: or the top 20 markets
over 250 times, or roughly a daily cam-
paign for the full year. (And I'm fig-
uring with rates for the most expensive
station in each market.)
"It seem- to me this sounds like a
pretty good advertising bu\ in com-
parison with the figures set forth in
the cop) of your advertisement."
Another television exponent who had
provocative comments on the Moloney.
Regan & Schmitt ad was Oliver E.
Treyz, ABC-TV director of research
and sales development. He told spon-
sor that the cartoon about three tele-
vision sets in the home suggested a vir-
tue, rather than a weakness of televi-
sion. Said Treyz: "Sure you can watch
only one program at one time. And
you can scan scores of newspaper ad-
"Jfi''*"^
"To what radio station does your family listen most?"
As part of an independent survey made by students at
North Dakota Agricultural College, this question was
asked of 3,969 farm families in 22 prosperous counties
within 90 miles of Fargo. 74.6% of the families named
WDAY; 4.4% said Station "B", 2.3% Station "C",
2.1% Station "D", and so on.
WDAY was a 17-to-l choice over the next station ... a
iVi-to-1 favorite over all other stations combined!
In Fargo's home county, WDAY was the first choice of
87.2% of the families, as against 5.8% for Station "B".
Here WDAY was a 15-to-l choice over the next station
. . . a 6Y2-to-l favorite over all other stations combined!
BMB figures, Hoopers and mail-order returns all tell
the same amazing story on WDAY and the rich Red
River Valley. Get all the facts. Write us direct, or ask
Free 8C Peters!
4-
WDAY • NBC • 970 KILOCYCLES • 5000 WATTS
Free & Peters, Inc., Exclusive National Representatives
vertisements in the time it takes to
flick the pages.
''That's one secret of television's
greater selling power. Today our re-
search (Nielsen and ARB) reveals that
the average evening television program
reaches over 6,000,000 viewers per tel-
ecast and these 6,000,000 listen to and
watch virtually the entire program.
Three minutes of sight and sound sell-
ing time per half-hour program gives
the advertiser the concentrated atten-
tion of the prospect, a double-barrelled
selling impact that one of a potpourri
of newspaper ads can never effect.
"While a home can watch onlv one
program at one time, it can and does
watch each of two competing programs
"National advertising is the extension,
the background, for the punchy local
advertising that clinches sales. It is the
teaser that creates the curiosity on which
you develop prospects."
JOHN K. HERBERT
V.P. Charge Radio Sales. NBC
over a period of time. For example,
Nielsen tells us that Toast of the Town
reaches three out of four television
homes in a month. The Colgate Com-
edy Hour, the competing program,
reaches four out of five homes in a
month. Obviously, each program is ex-
tremely successful, reaches a cumula-
tive audience far in excess of that pos-
sible for a newspaper campaign and
does not exclude coverage from the
competing program.
"The sheer inability to watch more
than one TV program at a time is one
of the secret's of TVs superior power."
The facts and figures about television
cited here are but a sampling of those
available to counter claims of Moloney,
Regan & Schmitt. This, of course, does
not take away from the fact that tele-
vision has a cost problem. But, as
Murray Grabhorn puts it: "While com-
petition between media is a healthy
thing, the facts should be correctly
stated and not distorted by either party
in its attempt to get its share of the
advertiser's dollar." -k -k -k
PACKAGE that tv
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will get
you
with West Virginia's
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package
In West Virginia, one
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about WKNA-WJLS today!
1
6
the personality stations
Joe L. Smith, Jr., Incorporated
Represented nationally by WEED & CO.
CHARLESTON— 950 KC
5000 W DAY* 1000 W NIGHT
ABC Radio Network Affiliate
BECKLEY — 560KC
1000 W DAY* 500 W NIGHT
CBS Radio Network Affiliate
11 FEBRUARY 1952
when you buy
K-NUZ...
you buy
plus-values!
• K-NUZ places a regular adver-
tising schedule in the Houston
Chronicle, Texas' largest daily.
Four ads weekly on radio page
plug individual K-NUZ shows,
personalities, and sponsors.
* Quarter-page ads monthly in
grocer's publication, the Check-
ing Counter, plugging sponsors'
rti«
n -food brokers thrc
greater Houston
* Over 90,000 people each year
see KNUZ-advertised products
in a giant display at the Hous-
ton Home Show held in April.
Samples and promotional litera-
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* Regular schedule of trade maga-
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* Point-of-broadcast displays of
your products — in the showcases
and on the billboards at K-NUZ
Radio Ranch. Many hundreds
of visitors are received daily.
For Information Call
FORJOE
National Representative, or
DAVE MORRIS
CITIES SERVICE
[Continued from page 29)
000,000 Cities Service 1952 ad budget.
Band of America is liked by the deal-
ers, and is used by them and the com-
pany as the spearhead of a fortissimo
promotional drive.
There's a simple reason for tliis.
Cities Service admen have no big bud-
get to play with. They certainb don't
have the kind of free-wheeling appro-
priations that an oil firm, like Texas
Company, can afford to throw around.
Hesult: at the same time, Band of
America has had to be both selling
vehicle and prestige vehicle.
"I guess you could call Band of
America a 'semi-institutional' series,"
Tom De Bow told sponsor. "It's a
prestige music show that gets plenty
of bouquets from critics and educators,
and it's done us a world of good from
a public relations standpoint. But. a
vigorous show like Band of America
also gives us a chance to have a field
day in promotions to the public. Our
dealers are enthusiastic about the show
for this reason. And. we feel its sell-
ing ability is reflected directly in the
steady growth of company sales."
Maintaining the show's ability to sell
— that is, its ability to attract an audi-
ence to Ford Bond's hard-hitting Cities
Service commercials — is no easy trick.
It has to be done largely by a combina-
tion of "feel," ratings, and dealer re-
action.
Cities Service keeps such a close
watch on its shows, that until recently
Ellington even had an expert on its
payroll whose job it was to sound out
dealer opinions (and gripes, if any I
regarding the firms advertising.
When a particular musical format
(such as the Concerts series, or High-
ways I seems to be getting stale, when
ratings and dealer reaction are not par-
ticularly favorable, the storm signals
are up. Usually, there's a major or mi-
nor change that soon follows, to dress
up the show and to give it new appeal.
Such a change isn't needed often, but
it can't just be an arbitrary decision.
How successful this approach can be
is evident in the A. C. Nielsen ratings,
during the period of the latest change-
over, from Highways in Melody to
Band of America, in 1948. (Since the
immediately -before and the immediate-
ly-after ratings are not comparable,
due to a seasonal drop in ratings dur-
ing that period, those taken in com-
parable months make a better Yard-
stick for comparison purposes.)
During the week of 9 April, 1948,
the Nielsen rating for Highways was
5.1. During a comparable week (as re-
gards over-all listening habits i. 12 No-
vember of that year, the Nielsen figure
for Band was a 6.8 — an increase of
ever 20' < .
The extra audience is believed to be
almost entirely due to the program
changeover — at the right psychological
moment — backed by a new round of
promotion on the part of the company
and its dealers.
How Cities Service merchandises
and promotes its musical series is an
object lesson in itself to any sponsor.
You could almost title it "How to turn
a prestige show into a show that sells."
It's also Cities Service's basic success
secret in straddling the fence of public
relations and sales promotion.
Basically, Cities Service looks upon
the show (as ad manager Tom De Bow
puts it) as one "you can sell."
And. sell it Cities Service does — ear-
ly and often. In addition to the pro-
motional efforts of the company and
the agency. Cities Service has retained
for the past six or seven years the pub-
licity services of Coll & Freedman, two
steam-heated press agents. Everybody
pitches in with ideas. No good pro-
motional angle is overlooked in pro-
moting the brass band series.
. A few examples:
1. With something like 8,000,000
Americans (Deac Aylesworth's figure)
now involved in college, high school,
American Legion, organization and
other types of brass bands, the steady
demand for recordings of Band of
America recently grew to huge propor-
tions. To Cities Service, it looked like
a promotional "natural." Accordingly,
Cities Service and RCA-Victor got to-
gether last summer, and waxed a re-
tail album of band favorites. Credits
for Cities Service appeared on the label
of each recording, and on a lavish al-
bum cover. Said the oil firm in its
A small PRESENTATION
of BIO NEWS in spot radio
The new GROUP STATION PLAN of-
fers special discounts, ranging up to 20%,
to advertisers using a minimum of 7 station
breaks a week, per station, on 3 or more
Westinghouse radio stations.
This plan may be your answer to the prob-
lem of increasing coverage without increas-
ing costs. Details are outlined in this little
folder. If you haven't a copy, we'll be glad
to send you one. Or, better still, get a full
explanation in person from a sales repre-
sentative of any Westinghouse station, or
from Free & Peters.
WESTINGHOUSE RADIO STATIONS Inc
SERVING 25 MILLION
WBZ • WBZA • KYW • KDKA • WOWO • KEX • WBZ-TV
National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales
11 FEBRUARY 1952
own dealer publication recently : "The
value of this in keeping the Cities Ser-
vice name before the public, in calling
attention to the radio program and in
building good will for the company
all over the countrj can hardly he over-
estimated."
2. It's impractical to tour the full
land regularly, since too main of the
all-star band group have other New
^ ork hand jobs. But. Paul Lavalle, its
conductor, is regularl) on the road.
Lavalle is actually a kind of musical
emissary for Cities Service, conducting
student bands and state music festivals
in cities from Tampa. Florida to Ban-
gor, Maine. Net eilect of these visits,
where Lavalle gets royal receptions, is
a tremendous public relations "plus"
for Cities Service among thousands of
tetn-age and college-age students.
"This age group." Cities Service offi-
cials admit knowingly, "contains the
family gasoline purchasers of tomor-
row."
3. \\ here possible and practical, the
band does travel. It played a concert
before some 6.000 people (who sat
through a drenching rain to hear it) at
the Chicago Fair in 1950, as part of
"Cities Service Day." Again, the band
and its Green and White Quartet (an-
Only ONE Station DOMINATES
This Rich, Crowing 15-COUNTY MARKET
WITH
1950 Farm Income of $98,695,000 *
*ZZefi7U4*uz/i£eH&t4/ £%&&**
other throwback to the earliest "test"
days of the firm's radio) have ap-
peared twice at the annual Barnum
Festival in Bridgeport, Conn., and has
played concerts in New York's Metro-
politan Opera House. "We'd like to
have the band on tour," admits Cities
Service's Tom De Bow, "but the prob-
lems would be so great and the invita-
tions so many that it would take too
much time to work them out."
4. Cities Service has, however, made
a kind of "ticket agency" out of its
dealers. When a Cities Service station
operator is mapping out a route for a
regular customer that will take him
near New York, the serviceman sug-
gests: "Say, how'd you and your fam-
ily like to see our radio show when
you're in New York?" If the answer's
"yes," the request is processed through
New York headquarters right away.
The effect of this is to make both the
dealers and customers feel that the
show is something that is very much
a part of their lives.
5. No believer in the theory that
"radio is advertising, so why promote
it?", Cities Service periodically gives
its musical air series a solid promo-
tional push to the public. One good
example: a handsome, color spread se-
ries in Quick magazine during the sum-
mer of 1950, when listening to radio
fell off. This was no series of product
ads with a mere tune-in line. The ads
revolved around a "Strike Up the
Band" theme, proudly hailed the brass
band as something which "reflects the
proud traditions, the courage, the very
spirit of our country." Regular printed
ads (magazines, farm publications,
newspapers) usually carry at least a
cross-plug to the radio show, often fea-
ture it strongly. Other regular Cities
Service promotions, such as seasonal
sports schedules, boost the show to the
public. In dealer promotions, distrib-
utor meetings, sales groups, and the
like. Cities Service constantly reminds
dealers that the Band of America is
constantly building new sales for them,
seldom refers to it as anything else
but "your show."
6. A constant stream of publicity is
sent out by Coll & Freedman. with the
Ellington agency throwing additional
weight on special occasions. Pictures
of "visiting firemen" (sometimes entire
school bands) are sent to hometown
papers, when the students make a spe-
cial trip to New York to catch the
show. So often has Paul Lavalle been
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o
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A hook-shaped strip, 10 miles wide and 150 miles
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Buy KJR for efficient, low-cost, no-waste circulation!
11 FEBRUARY 1952
MEMPHIS
bows to
ATLANTA
RECENT ADDITION OF 83 SQ.
MILES AND 100,000 PEOPLE
ENABLES ATLANTA TO NOSE OUT
MEMPHIS AS LARGEST CITY IN
VITAL INSIDE U.S.A. REA.
We are sorry, Atlanta, that we re-
ported Memphis as the largest city in the Vital
Inside U.S.A.-rea (shown below), in our ads last
month.
We were, then, you know! But since you moved
so fast and took all these neighboring folks into
your corporate city limits, we at Memphis are
happy to accord you the position due you.
Memphis is now
SECOND largest
city in this area
of over 31,000,000
people
i
Memphis, which has shown a population of 410,725
since the 1950 census, is now second to your 428,299.
We are giving you advance notice, however, At-
lanta: By May 1, 1952, estimates for the metro-
politan area of Memphis indicate a population of
500,000.
NBC — 5000
WATTS — 790
H
M E M P
WMCF 26 ° Kw Simultaneously Duplicating AM Schedule
WMCT First TV Station in Memphis and the Mid-South
Owned and Operated by The Commercial Appeal
quoted in print with a whole variety of
facts, opinions and thoughts concern-
ing brass organizations, that he is now
i stablished as one of the foremost
bandmasters in the country .
I bese examples <>f slick promotion
will help explain how the national air
advertising of Cities Service manages
to look like a prestige effort but still
carries the ball in sales. It's also why
the firm's network radio occupies such
a starring role in the Cities Service ad
budget, accounting for nearly a third
of the estimated total.
At the local level, too. Cities Service
goes all-out in selling its products via
programs and announcement schedules
geared for results. The oil firm is now
engaged in radio spot activities in
"about 100 markets." and in about a
dozen markets with TV. Nearly all of
it is done on a "co-op" basis with deal-
ers I BAB gives the split as "usually
50-50"), although a few market cam-
paigns where Cities Service wants ex-
tra air promotion — like the televised
Hialeah races on Miami's WTVJ, twice
weekly — are supported directly by Cit-
ies Service.
There's no hard and fast rule laid
down by the firm for dealer purchases
of local radio and/or TV. "We urge
them to buy whatever looks best in the
local market." a Cities Service official
told sponsor. "In actual practice,
about six out of 10 dealers usually look
a-ound first for a well-rated local news-
cast or farm news show, with local
sports as a second choice. But, dealers
have found that shows ranging from
weather reports to a live hillbilly band
can do the job."
Cities Service sta\s in the local-level
act by offering the dealers, through its
co-op organization, everything from
radio copy to TV film announcements.
Types of shows and time slots in the
100-or-so radio-TV markets run all
ever the lot. but Cities Service knits
them together with agency-written copy
or films so that they backstop regular
commercials on the network show. Un-
like some national advertisers, Cities
Service i- perfectlj willing to sit down
with an air-minded dealer to discuss
ways and means of gelling him on the
air.
The big petroleum firm has had
good results with its national efforts,
and feels sure thai the formula is being
repeated at the local level.
With its sensitive listening posts con-
stantly bringing in reports that deal-
ers would like to have a network TV
SPONSOR
show as well, Cities Service has had
the idea under consideration for a long
time. \ trial simulcast was done of
lUind of Imerica from October 1949
to January 1950, but it prove expen-
se and unwieldy. However, Cities
Service had it~ video appetite sharp-
ened, has since put many of the TV
lessons to work in making spot TV
films.
Some da) soon Cities Service hopes
to find a good TV program formula.
Hut. it won't be a "quickie" decision.
Cities Service, whose stock is now
worth a 100 times what it was in the
I930's, likes to think that eventually
they'll be able to look back on 25 con-
tinuous years in TV. * * *
i ill glow up kn
BMI CLINICS
[Continued from page 41)
ernor. WNBC approached Leopold
Stokowski — not with the idea of being
a d.j.. which he would naturally rebuff
— but with the idea of promoting the
250th anniversary of his favorite com-
poser, Bach. The unapproachable Sto-
kowski fell in love with the idea. Sim-
ilarly. Arthur Treacher was engaged as
d.j. for a series of Gilbert & Sullivan
shows ... at a low-cost bid.
(c) Though the webs spent thou-
sands to hire Milton Berle to be funny,
WNEW did exactly the opposite. On
the idea that all comedians dream of
playing Hamlet, it organized show
Play It Straight, on which Berle per-
formed without being paid.
(d) When singing commercials were
being severely criticized. WNEW tamed
them into plugs for the UN; also for
safety and fire prevention.
2. Try to devise children's programs
in the near future: otherwise the
youngsters of todaj
ing only TV .
Edward J. Freeh, Program Director,
KFRE, Fresno. Calif.:
1. To create novel programs with
universal appeal, borrow from the na-
tional magazines. Esquire, Reader's
Digest, Redbook and others will let
you quote from their articles, anec-
dotes, for use on the air.
2. How an independent station
solved the problem of getting big-name
talent at a ver) economical cost:
"It took the government-released
public service programs, such as Guest
Star, Here's to Veterans, Stars on Pa-
rade, all of which carry top-name tal-
ent. Then, using the block-program-
ing method, it put two or more of these
shows back to back: it promoted them
on the basis of: 'Tonight, hear Bob
Hope. Jack Benny, Dinah Shore,' or
whoever they happened to be."
Music library
Earle Ferguson, Program Director,
KOA, Denver:
1. A radio station without a well-
kept music library is in as bad a fix
as a beautiful home without a well-
kept kitchen. Three "musts" when or-
ganizing your music library: (a) Ade-
quate space, keeping future expansion
in mind; lb) A scientific system of
cataloguing; (c) A music librarian.
2. The numerical system of filing
seems to be most practical. Use fa)
a master card file, listing titles alpha-
betically, plus pertinent data about
title, file number, composer, publisher,
type of tune, licensing of performing
rights lb) and a second card file list-
ing titles by artists.
Make sure your music librarian
keeps tab on current trends and audi-
ence tastes. Turn over to your librari-
an fan mail on various music pro-
grams: give him the chance to con-
trol over-duplication of seasonally pop-
ular numbers, like ""White Christmas.""
"Easter Parade."
The broadcaster's worst mistake is
using his own taste as a criterion for
audience likes. In this connection,
WSMB uses an unorthodox jive pro-
gram, whose popularity was increased
by programing similar types of music
before and after it; in other words,
the other shows complemented this jive
program.
To integrate your station music with
the community, conduct your own lo-
cal Hit Parade. KPIX polls local rec-
ord dealers, juke box operators to tab-
ulate its "Lucky Ten of the Week."
For extra promotion it then posts the
ballad list in each of the stores.
Programing with a limited budget
1. If you have little funds for talent
fees, research your audience carefully,
and develop an inexpensive music pro-
gram that appeals directly to special
tastes. For example. KCOL's survey
found some 90 r t of its listeners had
strong Bohemian, German, and Rus-
sian-German taste preferences. Thus,
it initiated a 60-minute Polka Time
show popular enough "to steal the au-
dience from competing stations with
bigger budgets."
2. To compete against the networks'
In Boston
11 FEBRUARY 1952
free
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SPONSOR
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Bill mc later.
high-price Jack Benin s and Lux Thea-
tres, play up local-interest sports heav-
ily. "We're the only station in this
Rock) Mountain area that follows the
college teams in football, basketball,
and baseball. We also follow as many
high schools around the area as we
1. To make the gathering of farm
news easier and less expensive, the
WLPO farm director prepares a mim-
eographed questionnaire, which is sent
to 4-H groups.
2. Prompt and inexpensive coverage
of local sporting events is assured "by
a ruling of the Illinois Valley League
— by which the winning team must call
WLPO after a game, or else pay a fine.
Thus, the station is able to broadcast
results of the game on its first sports
program the following morning."
Program management, personnel
1. The program manager must keep
up with his reading of the trade press,
pay the strictest attention to competi-
tive programs. "This scouting for gen-
eral trends may give advance tip-off
to tomorrow's programs."
2. To be sure of having open chan-
nels to fresh talent, maintain a pro-
gressive audition policy — auditioning
new talent at frequent intervals.
1. '"The program department of any
radio station is a sales department. It
must do everything possible to resell
radio to advertisers."
2. "It is very important to hold com-
bined meetings of both the Program
and Sales Department at least once a
week. This is to avoid antagonism:
to create better understanding of mu-
tual problems."
3. "It is much more valuable to
hold a program, than it is to get a new
one. On commercial programs, the pro-
gram man should sit in on the show-
two or three times. Then he should
write a report on it. offering sugges-
tions and changes he thinks necessary,
perhaps even suggesting a new type of
program. This is a public relations
gesture; it never fails to convince the
advertiser the station is giving him that
certain extra something."
i Cole
President. WMBD. Pe
SPONSOR
1. Analyze each time segment, seven
days a week, to be sure your programs
are in the best sequence designed to
maintain greatest listenership. For ex-
ample. \\ MBD once organized its Sat-
urday schedule to fit the advertiser's
M ishes. and not the listeners' wishes.
"Because it was improperly programed,
that day had a much lower rating than
the rest of the week."
2. The sales department should nev-
er sell program time without prior ap-
proval of the program director.
"Whenever we have deviated in the
past from this policy, it has resulted
in loss of audience and loss of adver-
tisers. Remember, one bad apple spoils
the whole barrel. And so one badly
programed period can spoil an entire
segment of your schedule."
News
George Allen, ftetcs Director, WSAT,
Salisbury, IS. C:
1. To make your audience news-con-
scious, promote your station news de-
partment through the day with an-
nouncements.
2. To put special emphasis on news-
i asts, schedule them between two pop-
ular programs. This also serves to es-
tablish the personality of the newscast-
er, and it enables him to appear at a
less popular time.
3. To promote your station's news,
build up a personality who becomes
identified with the news.
Ralph Conner, ISeivs Editor, KVOR, Col-
orado Springs, Colo.:
1. An effective gimmick for tantaliz-
ing listeners: 'Tick out a few quotes
from the day's news. Isolate them com-
pletely. Don't identify who said them,
or under what circumstances. Just
read them off at the start of the news-
cast. Then as vou get into the news.
pick them up and put them back into
context. That not only teases the lis-
tener, but sustains his interest, as he
listens to find out what happened."
2. To hypo local interest and local
slant in news, rewrite press service
news copy. Remember, "their editing
is done by someone in New York, Chi-
cago, or Denver, who doesn't have the
viewpoint of your community in
mind."
3. You can train everybody on the
station staff to be a newsman for you
— to think in terms of: "Is this a good
story?"
4. You can get along with a con-
tinuity writer or announcer to write
the news. But a full-time news staff is
better in the long run.
5. Give your station newsman suffi-
cient free time to cover beats regular-
ly — the police station, fire department,
town council. "It's a good idea to be
able to shoot the breeze with the police
chief, your mayor, and some others, a
couple of times a week. It may, on the
surface, seem like a waste of time. But
when the big story does break, when
you need the facts and need them in a
hurry, that acquaintanceship is going
to pay off."
6. Strengthen your station news
with use of a tape recorder or beeper
system. "You can use a recorder to
bring national subjects closer to home.
Take it out on the street; find out what
people think of the 18-year-old draft,
crime investigations, other current na-
tional subjects."
7. Don't be afraid to let your news
department use the telephone heavily.
Once, KVOR phoned Western Union's
Office to contact survivors of a train
wreck. "Thus, we got a scoop on the
other station, which sent a plane to
the scene of the accident."
Disk jockey shows
1. A disk jockey can increase listen-
ership by introducing a service depart-
ment on his show. Illustration: "For
a long time I was besieged with calls
from people who had lost and found
dogs and cats. So I set up a depart-
ment known as the Doggone It Depart-
ment. And it has created a lot of good-
will for my station."
2. Have your disk jockey maintain
close contact with the sponsor. "Not
only on calls made with the salesman;
but by dropping in alone for a friendh
chat by himself. Many an otherwise
lukewarm client has renewed at ex-
piration time because of such good-
will work by the d.j."
3. "The average disk jockey talks
too much. I have arrived at this con-
clusion after spinning records on and
off almost 21 years. The average lis-
tener tends to listen to shows that give
him a lot of music, a minimum of con-
versation. I try to maintain about a
three-to-one percentage of music over
talk."
4. Besides reading announcements
and spinning wax, encourage your plat-
ter-spinner to boost worthy philanthro-
pies. It will enhance the community
public service reputation of your sta-
tion. "I have sent a blue baby to
Johns Hopkins Hospital for a heart
condition; helped raise over $30,000
for a war veteran who lost part of all
limbs; built a $6,000 home for a fam-
ily burned out; raised an annual fund
of over $2,500 for the kids' Christmas
at Hope Haven Hospital for Infantile
Paralysis; furnished over 300 radio
sets for Korean war vets at a Naval
Hospital."
The following broadcasters associa-
In Boston
11 FEBRUARY 1952
SERVICE CELEBRATES 7
1927
7$
YEARS
CITIES SERVICE GREEN
AND WHITE QUARTET..
the four great voices, under the
direction of Ken Christie, teamed
with the Cities Service Band of
America.
ON NETWORK RADIO!
Silver Anniversary Program
At Carnegie Hall
Monday, Feb. 18th
9:30 to 10:30 P. M., NBC
Next week, Cities Service celebrates its Silver Anniversary on
radio . . . 1927 to 1952 — 25 years of the finest in musical
entertainment on Radio NBC.
At this time, Cities Service would like to salute . . . and thank
... all the people who have made this 25th Anniversary a happy
reality. Messrs. Goldman, Bourdon, Black, Lavalle,
MacNamee, Bond, Dumont, Haupt, Misses Dragonette
and Manners, et al . . . from conductor, director, announcer
to page boy . . . our thanks.
A952
PAUL LAVALLE...
"Mr. Music— conducting
for Cities Service for the
past eight years.
CITIES SERVICE BAND OF AMERICA . ..
with a following that's legion... long renowned
as THE Band of America. . .the finest hand
group ever assembled on one stand.
CITIES ©SERVICE
SPONSOR
Mtt
liana have conducted BMI Program
Clinics. Also listed are the presidents
of each and the stations with which
they are associated:
Alabama Broadcasters Assn., Em-
mett Brooks. WEBJ, Brew ton; Arkan-
sas Broadcasters Assn., Fred Steven-
son, KGRH, Fayetteville; Arizona
Broadcasters Assn., Albert Johnson,
KOY, Phoenix; California State Broad-
casters Assn., William Smullin, KIEM,
Eureka; Colorado Broadcasters Assn..
Rex Howell, Jr., KGLN, Glenwood
Springs: Florida Assn. of Broadcast-
ers, S. 0. Ward, WLAK, Lakeland;
Georgia Assn. of Broadcasters, Ben
Williams. WTOC, Savannah; Idaho
Broadcasters Assn., Earl Glade, Jr.
KDSH, Boise; Illinois Broadcasters
Assn., J. Ray Livesay, WLBH, Mat-
toon; Indiana Broadcasters Assn., Dan-
iel C. Park, WIRE, Indianapolis; Iowa
Broadcasters Assn., William Quarton,
WMT, Cedar Rapids; Kansas Assn. Oj
Broadcasters, Ben Ludy, WIBW, Tope
ka; Kentucky Broadcasters Assn., J. W.
Betts, WFTM, Maysville; Louisiana
Assn. of Broadcasters, Tom Gibbens,
WAFB, Baton Rouge; Maine Broad-
casters Assn., Faust Couture, WCOU.
Lewiston; Maryland-D. C. Broadcast-
ers and Telecasters Assn., John E. Sur-
rick, WFBR, Baltimore; Michigan
Assn. of Broadcasters, Dan Jayne,
WELL, Battle Creek; Minnesota Broad-
casters Assn., Dave Gentling, KROC.
Rochester; Mississippi Broadcasters
Assn., P. B. Hinman, WROX, Clarks-
dale; Missouri Broadcasters Assn.
Glenn Griswold, KFEQ, St. Joseph
Montana Broadcasters Asst., Ed Coo-
ney, KOPR, Butte; Nebraska Broad-
casters Assn., William Martin, KMMJ
Grand Island; Nevada Stale Broad-
casters Assn., H. G. Wells, KOLO,
Reno; Neiv Jersey Broadcasters Assn.
Paul Alger, WSNJ, Bridgeton; North
Carolina Assn. of Broadcasters, T.
H. Palterson, WRRF, Washington,
N. C; Ohio Broadcasters Assn., L.
A. Pixley, WCOL, Columbus; Okla-
homa Broadcasters Assn., L. F. Eellat
ti, KSPI, Stillwater; Oregon State
Broadcasters Assn., Ted W. Cooke,
KOIN, Portland; Pennsylvania Assn.
of Broadcasters, J. S. Booth, WCHA
Chambersburg; South Carolina Broad-
casters Assn., John Rivers, WCSC,
Charleston; South Dakota Broadcast-
ers Assn., Byron McElligott, KSDN
Aberdeen; Southern California Broad-
casters Assn., A. E. Joscelyn, CBS, Hol-
lywood; Mgr. Dir., Robert J. McAn
drew, 6253 Hollywood Blvd., H'wyd.
Texas Broadcasters Assn., J. M. Mc-
Donald, KCRS, Midland; Tennessee
Assn. of Broadcasters, J. P. Sheftall,
WJZM, Clarksville; Utah Broadcasters
Assn., John Schile, KUTA, Salt Lake
City; Virginia Assn. of Broadcasters,
Chas. Blackley, WTON, Staunton;
Washington State Assn. of Broadcast-
ers, Fred F. Chitty, KVAN, Vancou-
ver; West Virginia Broadcasters Assn.,
Joe L. Smith, Jr., WJLS, Beckley; Wis-
consin Broadcasters Assn., Ben Laird,
WDUZ, Green Bay.
started on an 18% hour fund-raising
marathon, requesting listeners to phone
in pledges to WRLN. Response was
immediate and the phones jangled bus-
ily from 6:00 a.m. Saturday to 1:00
a.m. Sunday. Besides calling in pledges,
listeners offered to donate the proceeds
from auctioning puppies, jewelry, coal,
auto jobs, reupholstering jobs, rabbits,
etc., by air. This was Swanson's sec-
ond annual marathon for the March
of Dimes.
To introduce the TV detective series,
Boston Blackie to Columbus, WBNS-
TV sent out a sandwich-boarded man
ROUNDUP
{Continued from page 51)
man Ryan became so interested in
Ruthrauff's mail order advertising bus-
iness he soon joined him. From this
grew R&R which today has more than
700 employees in 13 nationwide offices,
and over 120 accounts.
The March of Dimes is $3,200 rich-
er due to the efforts of "Mr. Sunshine"
I Carl Swanson), hillbilly d.j. on
WRUN, Utica-Rome, N. Y. Very early
one Saturday morning in January, he
kie" WBNS-TV debut
who distributed black masks on the
streets. On back of the masks was
printed information about the pro-
gram, including its air-time and its
sponsor, the George Wiedemann Brew-
ing Company.
Those interested in selling to the Ne-
gro market in Philadelphia will find
valuable facts in a booklet prepared by
WDAS titled, "Here's the Key to the
Rich Philadelphia Negro Market."
Among other facts and figures, it re-
veals that the Negro market potential
in the Philadelphia Metropolitan area
11 FEBRUARY 1952
y
GOSH . . . !
LOOK WHAT'S
HAPPENED IN
MOBILE!
SFW,
Shocking, Yes — when the local independent
leads three network stations in morning lis-
teners! Shocking — but TRUE.
But here are the figures —
HOOPER SHARE OF AUDIENCE: MOBILE, ALA. (Oct.-No^
WKAB
39.8
Station A
13.9
Station B
8.3
Station C
36.1
6:00 AM
6:30
42.7
13.0
13.7
29.7
7:00
41.7
20.4
14.8
23.1
7:30
43.9
20.4
16.3
19.4
8:00
33.8
24.3
24.3
16.2
8:30
34.3
26.9
19.4
19.4
9:00
28.8
16.4
30.1
23.3
9:30
25.0
30.9
22.1
16.2
10:00
29.6
22.2
22.2
24.1
2 Reasons WKAB Can Get Results for YOU
in the new $400,000,000 Key Market of the
South:
1. ACTIVATED PAYROLLS, created by
substantial permanent new industry.
2. ACTIVATED SPENDING because
WKAB programs to the masses with the
fat weekly pay envelopes.
WKAB programs to the masses of working
people all day long — with hillbillies and
hymns all morning, Liberty sports events in
the afternoon and race music in the late
afternoon.
If the MASSES are your customers,
If the MOBILE AREA is in your market,
Hurry, while we still have Heavy-Hooper
availabilities!
Los Angeles, San Fra
is 450,000 customers, or 12.3% of the
entire population. The booklet can be
obtained by writing WDAS, 223 Arch
Street, Philadelphia.
Mounting TV cameras on mobile
Hyster truck lifts (see photo) enabled
WFIL-TV to cover Philadelphia's an-
nual \cw Year's Day Mummer's Pa-
rade more thoroughly and easily. These
wheeled devices permitted much great-
er maneuverability for the cameras, al-
lowing them to range over an extreme-
ly broad area. The telecast lasted nine
hours, was sponsored by C. Schmidt &
Sons. Philadelphia brewers.
To recruit employees for its huge
Lockland engine plant in Cincinnati.
General Electric recently chose a sports
roundup and interview program on
WSAI, Sports Time. Aired at 6:15
p.m. Monday through Saturday, the
program is a natural for drawing
sports-conscious males. GE explains
over the air that it maintains after-
hour employee sports activities — in-
cluding a top-notch basketball team —
in order to attract male job applicants.
Highly handy "Station Availability"
worksheets, without charge or obliga-
tion, are available from The Pulse, 15
West 46th Street, N. Y. 36, N. Y. * * *
SPONSOR
MR. SPONSOR ASKS
{Continued from page 15)
their home areas— in addition to net-
work the entire structure of college
athletics \\ i 11 be strengthened, because
real strength comes Erom visibilit) for
main schools- not from a favored lew.
The \er\ laet thai the NCAA's own re-
search showed L951 attendance better
in relation to 1950 in TV areas than in
non-TV areas, indicates that the danger
to gate receipts is far over-rated. The
important thing to do now is to permit
the local college to televise in its own
home community if it wants to, in or-
der to hold the interest and support of
its own alumni, friends and neighbors.
C. L. Jordan
Vice President
N. W. Ayer & Son, Inc.
Philadelphia
The policy of the
Radio -Television
Manufactur-
ers Association
has been to en-
courage the tele-
vising of all
sports, including
college and pro-
fessional football
games, because
we believe the
advantages of televising these events
and games outweigh the disadvantages.
Accordingly, we recommended last fall
an extensive program of cooperation
by our members with college and pro-
fessional football interests.
The major role in which television
can aid the colleges is in the field of
public relations. Colleges are solicit-
ing more than $3,000,000,000 today to
Mr. Elliott
meet their endow men; objectives. Tel-
evision on the widest possible base can
be used to acquaint millions of new
friends, as well as alumni, with college
progress and plans. While the restric-
tion of games will retard this fund-
raising activity, the exclusion of all
games, we believe, would have been a
major mistake by the colleges.
Also, from a public relations angle,
television can build many thousands
of new fans Avho, seeing the game first
on television, will then want to see the
contest in the flesh. Therefore, even a
minimum of games can help stimulate
interest in college football.
Television has repeatedly proven its
effectiveness in the field of education,
and has demonstrated its capacity to
create new interests among viewers.
The medium has built an increasing
number of sports fans — fans who will
ultimately contribute to a healthier box
office — and, if allowed to function free-
ly, will continue to do so.
Because the details of NCAA televi-
sion for 1952 will be determined by a
new NCAA television committee, to be
appointed soon, and because these de-
tails will be influenced substantially by-
present members of the NCAA televi-
sion committee, it is highly important
that every television station, in cooper-
ation with a Television Distributors
Sports Committee in each market, con-
tact each local college and coordinate
their interests with those of each insti-
tution in regard to television for 1952.
This is vitally important because the
plan to be developed by the 1952
NCAA television committee will there-
after be submitted by mail to each
NCAA member college for approval.
Two-thirds of the colleges which reply
must approve the plan before it can
become a reality. Some colleges are
opposed to television; a small minority
favor it. Most colleges look to their
Conference for leadership. Main small
colleges object to the showing of ma-
jor games on television in competition
with their own games. Some of these
small schools have played their games
on Friday nights or Sunday after-
noons to avoid competition with the
larger schools.
Every college, large or small, will
have a vote on the NCAA Football
Plan for 1952. Broadcaster-Distributor
Television Sports Committees should
be organized on a local level to:
(a) sell the colleges and their con-
ferences on the value of TV,
(b) cooperate with local colleges and
the NCAA program,
(c) help the colleges to benefit from
the public relations value of television,
(d) help promote attendance at col-
lege football games and avoid all nega-
tive advertising such as "see the game
free on the 50-yard line on TV."
For this reason, the Radio Television
Manufacturers Association has recom-
mended the organization of Television
Sports Committees in every television
area. By helping the colleges with their
problems, we can help ourselves.
The current football situation is a
big challenge to our industry. What
the industry does about it now and in
the next few months may help improve
the NCAA plan and extend the use of
television, and at the same time ad-
vance the interests of the colleges.
By helping the colleges, the radio in-
dustry can help itself.
Joseph B. Elliott
V.P. Consumer Products
RCA Victor Div., RCA
Camden, N. J.
In Boston
11 FEBRUARY 1952
TV CRAZY QUILT
{Continued from page 33)
there. I verything is set up and it's all
read] for us. An advertiser with one
show might, hy some astute shopping
around, get some things cheaper. But
a sponsor with a couple of shows would
have to expand his organization tre-
mendousl) if he wanted to do every-
thing independently of the nets. With
sponsorship of several shows, the big
advertiser is better off letting the net
handle his production problems."
Bill Valle, production director of TV
at Benton & Bowles, doesn't go along
with this viewpoint. Bill's slant: "The
networks have no competition and their
prices are high to begin with. In addi-
tion they steadily jump prices much
more than the industry as a whole.
\\ ith independent purchases you can
at least get competitive bids from two
or three shops. There's also the respon-
sibility angle. If independent outfits
don't deliver the goods in good shape
they'll repair the damage at their own
expense. With the networks you have
THIS RICH MARKET
No other signal covers the South Bend market
like WSBT. Radio sets in use are up to an all-
time high of 32.8! WSBT's share of audience
at 66.6 is way above the national average. And
here television is insignificant because no con-
sistentlv satisfactory TV signal reaches South
Bend. Don't sell this rich market short. Wrap
it up with WSBT radio.
30 Years on the Air
to fight five dozen accountants."
Another major agency beef involves
penalties. That is cost hikes for cli-
ents who don't make their set require-
ments known two weeks before air
time. The penalty: a 25 % hike in pro-
duction cost the second week before air
time; a 50% hike the last week.
From a network spokesman comes
an explanation for penalties. "We
must follow a logical sequence of pro-
duction. Show A on Monday, Show B
on Tuesday; Show C on Wednesday.
We must operate on an assembly-line
basis and if one advertiser holds us
up he is, in fact, holding up the rest
"A good advertising writer is a person
who can make up his wife's mind."
HOWARD W. NEWTON
V.P.. Dancer-Fitzgerald-Sample
of the shows as far as scene design, cos-
tumes, set construction and high-priced
labor is concerned. We must penalize
the advertiser who doesn't give us show
specifications within what we consider
a reasonable length of time."
Clarence G. Alexander, DuMont's di-
rector of network operations, protests
against the "We don't know what we're
paying for" clique. There's no excuse
for any agency or client not to get cost
estimates minutely broken down. At
DuMont we give them detailed esti-
mates before they go on the air. I'd
say the main factors in cost-raising are
the 'overnight geniuses' or tempera-
mental stars who pout and become
prima donnas and delay productions
and rehearsals."
Sam Leve, free lance scenic designer
for the Fred Waring Show, is another
critic of the nets. "The networks' job
is to sell time but suddenly they're all
theatre experts. From my experience
I've found that, although studios out-
side pay higher wage scales, costs are
lower than the nets. The answer is
waste in masterials, time and men."
"When I was with one of the nets
we submitted 15 blueprints for every-
one up and down the line (15 different
departments). Now, on the Fred War-
ing Show, I make just four blueprints
and scene or set changes are made
quickly and easily. There's no 'going
through channels' routine. As an inde-
pendent designer I'm in direct contact
with the man who does the building.
Mistakes — and costs — are minimized.
We start work on the Waring show on
Sunday night. Settings are 'finalized'
SPONSOR
in my mind by Monday. Tuesday we
start drawings. We shop for props on
Thursday afternoon and all scenery is
finished by Friday night." (The Fred
Waring organization handles its own
scenic design and have their own scen-
ery constructing studio.)
But even the Fred Waring organiza-
tion with its own designer and set con-
struction facilities has been hit by in-
flation — perhaps the real bugaboo be-
hind the TV production misunder-
standing. The Waring organization
runs a kinescope each week for cast
members so the people can see any
errors they make. A one-hour kine-
scope used to cost $80; it's now $144.
The Waring executives have found
it's cheaper to buy props and furniture
in some instances than it is to rent
them. Some dealers are in the habit
of jacking up prices as soon as they
know the item is to be used on TV.
Most of the cost complaints seem to
come from sponsors who've been in
video since its early days. Comments
like "charge what the traffic will bear,"
"'we can get it cheaper from outside
sources," "the less you buy from the
nets the better off you are." come from
many of these.
Part of the solution is offered by
network and agency personnel who
agree that these skyrocketing costs
"'may strangle all of us." The nets, they
say, are doing everything feasible to
lower costs. Pre-airtime conferences
eliminate scenes requiring expensive
settings or costumes. Rear-screen pro-
jection, other camera magic borrowed
from the movies reduce costs. Closer
supervision of costs is another ap-
proach.
Network officials are attempting to
work more closely with agency person-
nel in an effort to halt runaway costs.
Agencies can help, it's pointed out, by
maintaining a close supervision of all
production. One agency, with an ex-
pensive half-hour show, now throttles
unnecessary TV costs with a detailed
production order. It must be signed
and countersigned, before work can go
forward. The savings in money have
become quickly apparent.
One advertising executive says hard,
stringent economy measures are the so-
lution. Hard-headed business men on
the network, agency, and advertiser
side of the fence must work in closer
cooperation. The "fast buck" accusa-
tions must be forgotten because the
nets have "as much to lose as the ad-
vertiser." • • •
11 FEBRUARY 1952
you can "see" the
difference on WBNS-TV
There's no question about the quality of telecasts on Chan-
nel 10. Better technical facilities make for better programs
and commercials. WBNS-TV is one of the most modern tele-
vision centers in the country, providing advertisers with com-
plete facilities, equipment, and technical skills for highest
quality production.
Compare facilities and you'll see why Central Ohio view-
ers prefer WBNS-TV* and why it offers more sales impact
for your money.
Ed. Sullivan introduces McGregor sports wear
Utilizing the excellent production fa-
cilities the F. & R. Lazarus Company
have developed a unique hut highly
successful merchandise show.
uibns-tv
, 1951, WBNS-TV carries 8
a week shows, 6 out of 10
hows, three of which are
COLUMBUS, OHIO
CHANNEL 10
KLX
LEADS ALL
OAKLAND-
SAN FRANCISCO
INDEPENDENT
Radio
Stations
9 OUHF
12
Hooper
Periods/
Hooper Share of Audience,
May through September,
1951, Oakland
KLX
Tribune Tower • Oakland, Calif.
Represented Nationally by
BURN-SMITH, INC.
DEPARTMENT STORES
[Continued from page 37)
show to <it\ dwellers, and In motorists.
Thousands of direct-mail pieces to out-
of-town Schuneman customers carry
big plugs for the show, and its time
and station.
Extra promotions — Nothing is oxer-
looked that will help to boost the show.
\\ hen a "Red Rooster Booster Club"
was formed I spontaneously, no less),
Schuneman's had membership badges
made, and started a regular club. An-
niversaries, local celebrations, civic ac-
tivities, Minnesota state fairs (when
the show travels to the fair to originate
"remote"), tie-ins with seasonal sales
— all are part and parcel of the con-
tinuing store promotion behind the
show.
The pay-off comes in a form that
any department store executive can rec-
ognize and appreciate: sales.
These "Red Rooster" results are
typical :
• Metal wastebaskets were moving
slowly. They were plugged, bargain-
priced at $1.19, on Red Rooster. Only
one short commercial was used. Min-
utes later, customers headed for the
store's fourth-floor Needle Art Depart-
ment, and bought 50 of them.
• A special sale on Noritake Dinner-
ware was going on in the store. Four
commercials, on four consecutive days
plugged the sale. Result: some 85 sets
were sold, for a total store intake of
$4,632.50.
• Schuneman's stocked a new flow-
er holder, called a Floralier. The in-
troduction was made on Red Rooster,
with the item priced at $1.00. Within
an hour and a half after the first com-
mercial, 26 of them had been sold by
Schuneman's to people who had heard
the show.
Results like these could go on for
several pages. It's no surprise when
Rill Campbell says emphatically that
"Red Rooster SELLS for Schuneman's
in Saint Paul!"
Nor is Schuneman's alone in getting
this kind of direct-action results from
the use of radio, although its use of the
air is certainly outstanding. Officials
of the National Retail Dry Goods As-
sociation, when queried by SPONSOR,
said that today there is a "gradual in-
crease" in the amount and variety of
radio time used by department stores
to build more sales. Nowadays, stores
from Milwaukee's Boston Store to out-
side-the-country retailers like Nathan's
FOR HIRE
the man referred
to in the editorial below
"If you're investing a substantial sum
in air advertising, we can suggest
nothing better than adding a radio and
TV specialist to your staff who can co-
ordinate with the agency and tour the
stations of the nation on your behalf.
There has been a marked though quiet
trend in this direction in the past few
years — and the reports indicate that
station managers, and commercial man-
agers (being human) display a normal
response to the personal touch of your
own representative."
—excerpt from 31 December
SPONSOR
This calls for aptitudes, training
and experience that fits me to a
"T." Included are a dozen years
of building contacts with stations
at the management level, of work-
ing with agencies and advertisers.
May I tell you how I might best
serve you in reaching an econom-
ical solution to today's time-clear-
ing problems?
SPONSOR
in Kingston, Jamaica I B. W. I.), are
finding that radio brings in the cus-
tomers — and the customers buy.
Still, despite the growing frequency
of success, air usage by department
stores remains largely an unexplored
wilderness, even though several big
non-radio department stores have late-
lv gone into TV with often-startling re-
sults. When it comes to advertising.
department stores, as a class, are still
DOt conditioned to doing it through a
microphone.
As recently as 1943. radio's share of
department store ad budgets reported
to the NRDGA was so small it was
lumped under "Miscellaneous" when
the totals were made. As recently as
1950, the "average"' department store
(out of a list of 190 of all sizes and
locations) reported its ad spending to
the NRDGA in a breakdown that
looked like this:
DEPT. STORE PUBLICITY DOLLAR
DISTRIBUTION IN 1950
Item Share
Newspaper space 56c
Display work 13c
Sales Promotion Payroll 9c
Supplies, other expenses 7c
Other ad media 7c
Direct mail 5c
Radio and TV 3c
TOTAL SI. 00
It's hard for any radio-minded ex-
ecutive to equate results like those of
Schuneman's, and those in sponsor's
"Capsule Case Histories" (see page
— ). with this kind of spending.
NRDGA executives, like Howard P.
Abrahams, manager of NRDGA's Sales
Promotion Division, admit that the 30-
out-of-each-ad-dollar is still largely the
rule of the industry.
The sixth and latest NRDGA contest
in conjunction with the Broadcast Ad-
vertising Bureau I it was formerly done
with NAB), underlined the fact that
stores which have pioneered in radio
are thoroughly sold on it — but are still
only a small segment of the huge U. S.
retail picture.
To show how flexible radio can be
for department stores, how it can ac-
tually sell merchandise, and how it can
establish good (and profitable) cus-
tomer relations, SPONSOR has selected
several outstanding examples of de-
partment store radio advertisers from
among the many entries in the recent
NRDGA-BAB contest. These stores
were not unusual, either in type, loca-
tion or size. Some stores were in the
"small town" category. Others were
retailing giants, doing well over $15,-
000,000 worth of business each year,
often in the $40,000,000 class. They
11 FEBRUARY 1952
To a radio advertiser
who never hears "Dateline Marengo"
In WMTland all the news that's fit to air includes a
minimum of bistro battles, a maximum of alfalfa
intelligence. What we lack in V-neck verbiage is offset
by thorough coverage of the Eastern Iowa scene. Take
Marengo, pop. 2,000. It's the county seat of black-
soiled Iowa County, a community typical of our market,
where about half the retail and wholesale business takes
place in towns under 10,000. WMT's special corre-
spondents in Marengo and 37 other Eastern Iowa towns
provide local news on a 24-hour basis. Combined with
AP, UP, and INS they help supply the news fodder
which is edited down to 12,000 words by daily newscasts.
WMT advertisers find news programs powerful sales
makers. Killian's Department Store has sponsored
the 9 a.m. edition since 1935. Other long-run news
sponsors: Iowa Electric, since 1942; Oelwein Chemical,
since 1943; Western Grocer, since 1944.
Outstanding news coverage is just part of the WMT
story. Add farm service, sports, entertainment, and
exclusive CBS programming, and you get the kind of
audience interest which maintains WMT's position as the
highest Hooperated CBS station in the nation.
CEDAR RAPIDS
BASIC CBS RADIO NETWORK • 5,000 WATTS • 600 KC
REPRESENTED NATIONALLY BY THE KATZ AGENCY
87
Nothing Can Take The Place of
A Quarter of A Century of
PRESTIGE
Earned By
TOP-NOTCH
PERFORMANCE
Today, our"fan mail" is the heaviest
in our history., .dollars for our
Christmas Fund for the needy just
came rolling in to make it the biggest
yet... and, any local advertiser using
WIOD (and there's plenty of 'em)
will tell you that the job we're doing
for them today is the best ever!
If you want to know the kind of a
job we can do for you, too.. .just ask
our Rep — The Boiling Company.
James M. LeGate, General Managi
5,000 WATTS • 610 KC • NBC
ask
Join Blur & Co.
about the
II iVE\s & Martin
STATIONS
IX
RICHMOND
WC0D-™
yy TV It-™
First Stations in Virginia
were from rural areas, industrial areas,
and vacation areas. However, all were
using radio. All, in their own way,
were successful:
1. Burdine's, Miami. Program:
Sunday Symphony, noon to 2:00 p.m.
on WVCG, Coral Gables. Audience:
General family.
This large, well-known store in one
of the nation's premier playgrounds
wanted a show that would (a) boost
the interest in "good" music and (b)
hoost the sales of the store's record
departments in Burdine stores in Mi-
ami, Miami Beach, Fort Lauderdale,
and West Palm Beach.
Airing two hours of classical and
semi-classical music each weekend
proved a good answer. Low-pressure
commercials and an oft-repeated
"You'll enjoy shopping for records at
Burdine's" began to sell records soon
after the show went on the air early
last summer, during the traditional
"off" season.
Said Robert Rothrum, advertising
director: "Within 30 days ... the sales
trend in our record department was de-
cidedly up. Within 90 days, we were
able to trace directly more than 25%
of our total sales of long-playing rec-
ords, classical and semi-classical, to
this program."
A similar show, Matinee Master-
pieces, aired by radio pioneer Joske's.
in San Antonio, has brought a similar
Success. There, Joske's found that a
recorded-music show "boosted record
sales $4,000 over the period of Septem-
ber-October-November, 1951 compared
to the same period in 1950 — and this
was virtually the only promotion done
by this department."
Burdine's, it's interesting to note,
won a first prize among large stores
in the NRDGA contest for programs
beamed to a general family audience.
Joske's, with a somewhat-the-same
show, took second place.
2. Sibley, Lindsay & Curr, Roches-
ter, N. Y. Program : Tower Clock Time,
9:45 to 10:00 a.m., Monday through
Friday, on WHAM. Audience: Women.
This store, and its famous Tower
Clock Time series, probably the oldest
retail program in the U. S. (it has been
on since 1932), recently celebrated its
5,000th broadcast in the series. Like
Schuneman's, Sibley's uses its show to
go after a large rural audience, which
it says is the "dominant listening
group." Through the show, store spe-
cials, fashions, consultation services,
charge accounts, mail-order items are
SPONSOR
P"
promoted heavily. In turn, the show is
itself promoted heavilj within the
-tor.-, and outside in a long lisl of pro-
motional media.
Vimed .it women, the program serves
ip gossip) news, interviews, Fashion
dints, and dramatic skit- designed to
push various types ol store items
housewares, clothing) in a semi-hu-
morous wa) .
Reported I ouise W ilson, the big
store's radio-TV director: "On the
>road< asl ol Novembei 1 3th in which
.i dramatic -kit featuring a verj ac-
complished impersonator, who acted
'lie roles of several moA ie stars to pro-
mote Gloria Swanson's fashion pre-
miere locally — o\.m 500 dresses at
-17.""> were sold on the <la\ of the
program, at a cost to sell of less than
I \4 a dress!"
I his is t\ pica! of man) such results
for Sibley's with Towei Clock Time.
.\ inner of an NRDGA firsl prize among
large-store shows beamed at a daytime
radio woman's audience.
Akin to this show, in main ways, is
the h inner of the firsl prize Eoi small-
store women's shows, a show called
The Time, the Place, the Tune spon-
sored b) Wyman's in South Bend. Ind.
\in\l dail) for the past five years over
\-i;i. from 10:30-10:45 a.m. daily,
does practicallv the same thing for Wy-
nan's, in a scaled-down wa) .
Said Wyman's Merchandise Mana-
ger. Charles .1. Mansford: "This pro-
gram has proved, year after year, a
primar) selling medium at a cost con-
sistentl) lower than other media. Due
to its flexibility, we are able to test new
terns nol bought in quantity and late
arrivals of wanted merchandise. The
fact that it is possil.de for us to change
iiir commercials at almost an hour's
notice enables us to meet competition.
This advantage is not to be underesti-
mated, because it results in our main-
■ lining h ith the bu) ing public a repu-
tation of 'if it's good. Wyman's has
t\"
?. Wolf & Dessiuter. I mi 11 mm.
Ind. Program: Spot saturation cam-
paign on stations W LNE, \\ GL,
J7KJG, WOWO.
Perfed proof thai radio's extra-
heav) punch delivered through a spol
announcement saturation campaign can
mgment year-'round selling, pu-h ~pe-
ial sales, can be found in the recent
ampaign of this large Midwestern
store.
I i ".n 2~ October through 3 Novem-
•r last year, Wolf & Dessauer practi-
• COMPARE ... the Coverage with
the Cost and You'll discover
Why this Greater "Dollar Distance"
Buy is Ringing More Cash
Registers than ever
for Advertisers!
Covers a tremendous
Population Area
in 5 States at the
Lowest rate of any
Major Station in
this Region!
"It's The DETROIT Area's Greater Buy!"
Guardian Bldg. • Detroit 26
Adam I. Young, Jr., [nc, Natl Rep. • J. E. Campeau, President
11 FEBRUARY 1952
GEORGE F. FOLEY
Foley & Gorden, Inc.
LIKE MOST
"Newsworthy"
TV & RADID
EXECUTIVES
Mr. Foley's
LATEST
BUSINESS
PORTRAIT
IS BY-
Photographer to the Business Executive
565 Fifth Ave., New York 17— PL 31882
call) bought out local radio announce-
ment availabilities to publicize the
store's fur storage and special Novem-
ber Purchase and Anniversary sales.
Announcements were aired as early as
7:15 a.m.. as late as 11:00 p.m., on the
four stations, amounting to a total of
about 165 in a week. Results: excellent.
Chester M. Leopold, W&D's Sales
Promotion Director, told the NRDGA:
"All these campaigns have heen most
successful. Both the November Pur-
chase Sale and Anniversary Sale set all-
time selling records, and the fur-stor-
age campaign produced more business
than we have had in years. We are
convinced that the tremendous impact
of spot saturation campaigns makes ra-
dio an important medium for Wolf &
Dessauer."
Other spot announcement campaigns
entered in the recent NRDGA contest,
such as those of Brown Thomson, Inc.,
in Hartford, and Ivy's in Greenville.
S. C, showed that small stores, like the
large ones, could use the saturation
technique effectively and well, to pro-
mote special sales and special depart-
ments. Still other prizewinners, like
Sears in Miami with its Roebuck, the
Talking Reindeer series on WVCG, and
Cedar Rapids' Killian Company with a
co-sponsored (with Skellv Oil) series
of Iowa State Football Broadcasts
showed that radio could straddle the
fence neatly between short-term and
long-term selling, with the use of spe-
cial seasonal air shows.
If the winners of the 1951 NRDGA-
BAB contest can be viewed as a repre-
sentative sample of department stores
using radio, selling on the air can be
one of the strongest advertisii
ons a store can have.
For a department store, radio can
reach family audiences, female or male
audiences, teen-age and child audi-
ences, and the important rural and
farm audiences. The proof is there, in
the above examples, and in sponsor's
"Capsule Case Histories."
Non-radio-users among the nation's
department stores would do well to
listen to such comments as those of
Sam Greenberg. one of the top execu-
tives of Philips Department Store,
Omaha. Said Greenberg, whose store
sponsors one of the NRDGA prizewin- ,
ners, Good Morning From Philips:
"In the 11 \cars we have used ra- i
dio, our yearly store volume has in- )
creased from $300,000 to $2,500,000. |
Radio has been the big factor."
Today, the department store retailer |
; weap-
UNGVWRVtt
GAS * OIU
LANG-WORTH
FEATURE PROGRAMS, Inr.
SSP'H*
S 4 Reasons Why
Mj The foremost national and local ad-
~* vertisers use WEVD year after
^E year to reach the vast
j^g Jewish Market
^* of Metropolitan New York
Top adult progra
2. Strong audie
mpact
rent listener loyalty
t. Potential buying power
Send for a copy of
WHO'S WHO ON WEVD''
HENRY GREENFIELD
M...
! llir.,-1
SPONSOR
who aays with stillish pride "Oh, we
never use radio" ma\ find that it's
merel) tagged him as being out-of-
date. • • •
J 95 7 NRDGA Contest Winners
Here are the first-place and special
award winners in the 1951 NRDGA-
BAB contest for outstanding use of
radio by department stores. Contest is
the sixth in an annual series, fudging
was done in categories listed, in some
cases splitting the categories according
to store size and volume.
GRAND AWARD
Schuneman's. Inc.. St. Paul, Minn.
Program: Red Rooster Hour, WDGY
SPECIAL AWARD FOR OUTSTANDING RA-
DIO COORDINATION WITH OTHER MEDIA
Schuneman's. Inc.. St. Paul. Minn.
Program: Red Rooster Hour. WDGY
SPECIAL AWARD FOR COMPREHENSIVE
USE OF RADIO
Bigelow's. Jamestown. N. Y.
Programs: Breakfast nith Bigeloi. S. WJTN; Morn-
ing Extra, WJTN; Ted M alone, WJTN
PROGRAMS BEAMED AT GENERAL FAMILY
AUDIENCE (LARGE STORES)
1st prize: Burdine's, Miami, Sunday Symphony,
WVCG
2nd: Joske's of Texas, San Antonio, Matinee Mas-
ter pieces, KTSA
PROGRAMS BEAMED AT GENERAL FAMILY
AUDIENCE (SMALL STORES)
1st prize: Bigelow's, Jamestown, N. Y., Breakfast
with Bigelow's, WJTN
2nd: Philips, Omaha, Neb., Good Morning from
Philips. KOIL
3rd: Pomeroy's. Pottsville, Pa., Pomeroy Family
Hour, WPAM
PROGRAMS BEAMED TO WOMEN
(LARGE STORES)
1st prize: Sibley, Lindsay 8C Curr, Rochester, N.
Y., Tower Clock Time, WHAM
2nd: Burdine's, Miami, Fashions in Music, WVCG
PROGRAMS BEAMED TO WOMEN
(SMALL STORES)
1st: Wyman's South Bend, Ind., The Time, the
Place, the Tune, WSBT
2nd: Linn & Scruggs. Decatur, III.. Something
c Abo
, WDZ
PROGRAMS BEAMED TO TEENAGE
AUDIENCE (LARGE STORES)
1st: Milwaukee Boston Store, Milwaukee, High
School Disk Jockey Review, WEMP
2nd: Burdine's. Miami. Teen-age Fashions in Mu-
sic, WVCG
PROGRAMS BEAMED TO TEEN-AGE
AUDIENCE (SMALL STORES)
1st: Condon's Dept. Stores, Charleston, S. C,
Teen Time, WCSC
PROGRAMS BEAMED TO CHILDREN'S
AUDIENCE (LARGE STORES)
Grand award: Sage-Allen, Hartford, Conn., Kiddie
Comer, WCCC
PROGRAMS BEAMED TO A FARM
AUDIENCE (LARGE STORES)
Grand award: Joske's. San Antonio, Texas, Farm
cV Ranch Journal, KTSA
SPOT SATURATION CAMPAIGNS
(LARGE STORES)
1st: Wolf a: Dessauer, Fort Wayne, Ind., Stations
WANE, WGL, WKJG. WOWO
SPOT SATURATION CAMPAIGNS
(SMALL STORES)
1st: Ivy's. Greenville, S. C, Stations WFBC and
WMRC
SPECIAL AWARD FOR OUTSTANDING USE
OF THE SATURATION COVERAGE
TECHNIQUE
Brown Thomson, Inc., Hartford, Conn., Station
WTHT
EFFECTIVE SEASONAL PROMOTIONS
Honorable mentions: Killian Co., Cedar Rapids,
Iowa, Iowa Football. KCRG; Sears-Roebuck
8C Co., Miami. Roebuck Talking Reindeer,
WVCG
10,000 watts — day
5, OCX) walls — nig hi
J 10 kilocycles
proof of performance
"KTBS proved that radio
—at least KTBS radio-
can sell within a 150
mile radius of the Shreve-
port market in a big way.
In '51, we led Packard's
Dallas zone, topping Dal-
las, San Antonio, Hous-
ton, and Fort Worth.
65% of our ad budget
goes to KTBS because
we're selling Packards
from this advertising."
TOM McCLELLAN, Pres.
Packard-Shreveport Co., Inc.
KTBS
SH REVEPORT
National Representative: Edward Petry & Co., Inc.
Sayite *
• [ Sunb
sells 'em all!
From Tintair to Turkeys — "Pete
Smythe's General Store" sells 'em
all over Denver's Music-Personal-
ity station KTLN ... in the nation's
largest market without television!
for availabilities wire, phone or
Radio Representatives, Inc., New
Chicago, Los Angeles, San Francis
John Buchanan, KTLN, Denver.
11 FEBRUARY 1952
1000 WATTS
4?
Pitting a Medium
to a Market
WSYR*- 1
Iff il I IV AFFILIATE
Covers ALL
off the Rich
Central NX Marki
•
Write, Wire, Phone
or
Ask Headley-Reed
Miss Annette Kennelly
Olian Advertising Agency
Chicago, Illinois
Dear Annette:
Here air a few facts ter show yuh
uhiit a (lurried good market Charles-
ton, West Vir-
ginnyis. Y'fcnow,
Annette, thet's
th' hometown uv
good ole WCHS.
Well, fer one
thin,' th' postal
rereets doubled
from 1940 ter
1950. Buildin
permits las' year
win three times
whut they wuz
ten year ago. An'
most important
uv all fer a gal
like you, retail
sales here is also
300 per cent uv
whut they wuz
afore Pearl Har-
bor ! All this
means thet
Charleston is a
mighty good
place fer ter ad-
vertize. An" mem-
cite. WCHS gives yuh more
in these big earners and big spenders
fer lisseners then all th' other four
simians in town jmt tergether!
Yrs.
Algy
WCHS
Charleston, W. Va.
REPS I LIKE
{Continued from \rnge 3D
J piece of business.
"4. He tries to do his best in fol-
| lowing through on promotion and mer-
I chandising by his stations when it's
been promised.
"5. He tips off the buyer on new
I availabilities for an account which is
already on the station so that the ac-
' count can improve its spot. Instead of
concentrating too much on getting new-
accounts in the agency, he gives con-
tinuing thought to campaigns already
on and tries to hue to the line that a
satisfied customer is better than 10
prospects.
"6. He recognizes that the buyer
likes to see station sales managers for
that intimate touch but that he should
use discretion in time and place.
"In contrast to the model salesman,
the man I don't like is the one who
makes a pest of himself by hounding
you to find out why he didn't make a
sale and then insists on reasons for
the choice. Some sour-grapes sales-
men will berate you for your judgment
instead of being a good loser."
Knotcs my clients
"I appreciate the buyer who under-
stands the requirements of my clients.
Some of them have no idea of what
it's all about. One man who calls on
me makes a practice of learning all he
can about each client — distribution, the
people he's trying to sell, his problems.
Because this salesman is interested, I
try to help him learn. Then when he
looks through his list of availabilities
he's more likely to spot things which
are just right for us.
"One of my accounts, for example.
is trying to introduce a revolutionary
new product for women in several mar-
kets. The original plan was to do it
with station breaks on a saturation ba-
sis. But this salesman studied the
problem and pointed out that we might
do better if we bought participations
as well in some of the long-established
disk jockey and homemaker programs.
He came up with the facts indicating
how loyal the audiences were for some
of these shows and made out a good
case for the theory that a new product
needs to tie in with the endorsement
it can get from local personalities. As
a result, we're trying it his way. Other
salesmen who didn't bother looking in-
to the client's problem and objective
SPONSOR
-
would just submit availabilities as re-
quested.
"Some salesmen make fools of them-
selves when they come in to pitch
something at you which makes no sense
at all for your client. They 'I bring you
a show that has a terrific rating — all
bobby soxers — to sell some product for
adults over 35!"
He puts the facts on paper
"When I ask for facts, I want them
neatly and clearly written down. I dis-
like the man who sends over a marked
up station program schedule or wants
to dictate his information to my secre-
tary over the phone. My favorite sales-
man assembles what he's got to say so
that it's easy to understand. Sometimes
his presentation isn't even typewritten
but is pencilled out to save time. I
don't care about that as long as it's
clear. On the other hand, some go too
far with presentations and load you
down with more charts and lists than
you need. That's just a waste of time
for everybody."
He's no dawdler
"I like the rep salesman who gives
you the information you want fast.
Some men come right back at you con-
sistently. Others invariably take time.
It could be argued that their speed de-
pends upon the company they work for
and the stations they represent. But I
don't think so. Most of it is the way
the salesman applies himself in order
to handle all requests systematically.
The man I respect is no dawdler. You
have to get fast service in this business
because that's what spot is often for
— flexible selling when you've got an
urgent sales problem."
Understands the agencies
"A lot of your younger rep sales-
men don't even know how an agency
works. They have no idea that you have
to sell the account executive and the
client on your decisions. They come in
here and whoop it up with that en-
thusiasm and after they've left you
realize they haven't given you enough
facts to justify the buy they've been
crowin gabout. You can't take the
salesman's adjectives up to the account
executive and sell him. You need real
ammunition. My favorites among the
old hands understand what you're up
again and work with you. If the client
feels he needs a complete statistical
breakdown on each station and market,
it's prepared for you. If it's success
11 FEBRUARY 1952
NORTH CAROLINA
IS THE SOUTH'S
No. 1 STATE
NORTH
CAROLINA'S
North Carolina
Rates More Firsts In
Sales Management Survey
Than Any Other Southern State.
More North Carolinians Listen
to WPTF Than to Any
Other Station
Hoi J) ■
SALESMAN
NRfi WPTF 50 ȣ
ll UU • ALSO WPTF-FM • 680 I
AFFILIATE for RALEIGH, DURHAM and Eastern North Car
NATIONAL REPRESENTATIVE FREE & PETERS, Inc.
50,000
In Canada
more people listen *to
CFRB
Toronto
regularly than to
any other station
*^The 1950 BBM figures show
1 CFRB's coverage as 619,050
daytime and 653,860 night time — more
than one-fifth of the homes in Canada,
concentrated in the market which ac-
counts for 40% of Canada's retail sales.
CFRB
Representatives:
United States: Adam J. Young, Jr. Incorporated
Canada: All-Canada Radio Facilities Limited
82 nd IN POPULATION
F your radio campaign includes
the first 100 markets according to
Population — then over 234,000
Quad-Citians are among your targets.
WHBF enjoys the respect and good
will of the Quad-City area — a pro-
gressive community which it has
supported and served for over 25
stories about his type of product he
wants, the salesman tries to get them."
Adapts to your needs
"I'm a mail-order buyer and our ap-
proach is quite different from ordinary
timebuying. We're after time with a
past history of successful use in pro-
ducing sales by mail. The more good
time we get, the more we buy. The
opportunities are unlimited once a
product gets rolling because the more
time we buy, the more sales we can
make. But many salesmen call on us
with a step-child attitude. They don't
know anything about mail order and
they don't want to learn. They keep
walking in here, but rarely have any-
thing to sell. But there are several out-
standing rep salesmen who call on us.
They keep searching their availabilities
for time we can use. They've helped
lots of stations to blossom out with
billings they would never have had
otherwise.
"Of course, the reason for the re-
luctance of many salesmen to work
with us is that mail-order is harder to
handle. If we contract for four weeks
of time and the item flops after one
week, we must rush in and substitute
another product. That means last-min-
ute hassles over new copy or disks.
Too, many mail order items are shoddy
(though our agency and many others
won't handle 'shlack' deals). That can
give stations a black eye with listeners.
But the intelligent salesman calling on
mail order agencies realize that all mail
order isn't bad. He can make plenty of
billings for his stations if he adopts
a prejudice-free attitude.
He doesn't get the blues
"I'm thinking of a young salesman
who isn't easily discouraged the way
some of the beginners are. Our agency
doesn't have much spot billing at pres-
ent and the salesmen who come in here
are often disappointed. But every once
in a while we place a big schedule, and
there are good prospects on the hori-
zon. The youngster I admire doesn't
adapt a mournful attitude and keeps
plugging here. Every once in a while
we give him a good order after weeks
when nothing's been doing. The trou-
ble with most of the other beginners
they send to us is that they soon lose
ith. An experienced salesman has
perspective and knows his persistence
will pay off. He has an interest in his
work so that he remains cheerful even
when the cash register doesn't jingle
frequently." • * •
510 MADISON
[Continued from ]>age 10)
to give you a picture, personally, of
how they serve, have built and intend
to meet their own local problems to
give better service to the farmers and
listeners.
Suppose you know that KWTO was
one of the National Farm Safet) win-
ners this year and was cited especially
for outstanding and exceptionally
"fruitful" farm safety program. Along
with this same thought, our Farm
Safety Director has just won second
place this week for the best job being
done for a cooperative.
It is surprising the calls that Farm
Service Directors are getting for pub-
lic speaking engagements. Our own
Farm Service Director, Loyd Evans, is
unable to fill all the requests he re-
ceives.
Leslie L. Kennon
.455/. Mgr., KWTO
Springfield, Mo.
I read with great interest your arti-
cle on the use and non-use of farm ra-
dio by our big advertisers. There is
certainly a great fund of advertising
money which is not now being proper-
ly divided among the media.
Here at WTIC we have promoted our
morning farm programs with some suc-
cess and we think that it will continue
to be one of our most lucrative periods
of the day.
One of our promotions was the es-
tablishment of a $25,000 revolving
fund for the purchase of purebred cat-
tle for our young 4-H Clubbers. We
feel that this has been one of the most
successful projects we have ever done.
Paul Morency
Vice President
WTIC, Hartford, Conn.
We read your article "Why don't ad-
RESULTS PROVE
500,000
MEXICANS IN CREATER
LOS ANGELES
LISTEN TO 6 HOURS OF
SPANISH
PROCRAMMINC DAILY ON
KWKW AND KWKW-FM
ASK FOR JOE
SPONSOR
vertisers use more farm radio?" in the
1 1 January issue with a great deal of
interest.
\\ e are quite proud of our serviee to
the farm ana of Butler County and the
excellent job of radio service to that
area performed by our Farm Director,
John Turrel. We were also proud to
be listed with the 127 stations with
programing for farmers. However, we
aic also proud of our call letters,
\\ Bl T. and a little chagrined to find
you listing us as \\ BIT. We can only
hope that any national or regional ad-
vertiser seeking the ear of the rural
communit} or farming community of
Butler County addresses inquiries to
WBUT.
Congratulations on a very fine and
time!) article.
Philip B. Hirsch
Manager, WBUT, Butler, Pa.
Undoubtedly you realize that not
only the article but the extra manner
in which it was presented gives our as-
sociation the greatest kick-off we might
have in our project for the next year.
Words won't express my thinking of
the manner in which it launches the at-
tack. I am calling it to the attention of
everyone possible.
Incidentally, what happened to the
reprint idea? It may be too late now
but you were going to indicate what
reprints would cost in case I could af-
ford to buy a few for our campaign.
In case the print idea is out, how
about seeing if circulation can spare
me 25 or 30 copies with, of course, the
necessary bill attached.
Again thanks for getting us off to
such a fine start for selling the Na-
tional Association of Radio Farm Di-
rectors.
Sam B. Schneider
President, NARFD
KVOO, Tulsa, Okla.
in the
FIRST FARM MARKET
in the Intermountain West
ABC-MBS Twin Falls, Idaho
Congratulations on your fine article
on farm radio in your recent issue of
SPONSOR.
The farm radio story should do
much to awaken both broadcasters and
advertisers as to the advantages of us-
ing farm radio.
Please send us 50 reprints as soon as
the) are available. Please inform us
what charge there will be on this.
Ken Quaife
Prom. Mgr.
WOW, Omaha
• Reprints of SPONSOR'S I I January article
"Why don"! advertisers use more farm radio?"
are available in single copies or quantity. Kates
ONE SHOT STORY OK
Just read the "one shot" article in
the 14 January issue and wish to say
"thank you"' for the fine job you did
on our client, Motorola.
Bernard Zwirn
Director of Publicity
Ruthrauff & Ryan, N. Y.
SUGGESTION BOX
I have a "beef." Nothing serious —
but to me anyway it would help a lot
if all your pages were numbered. I
have noticed that the pages towards
the back of the book are numbered, but
those at the front, particularly where
the main articles start, are quite often
When referring articles to the at-
tention of others it is a great conveni-
ence to be able to use the correct page
number without checking back to find
it.
sponsor is well read in this office
and many articles are clipped for later
attention. Having each page numbered
makes it that much easier for all con-
cerned.
C. C. J. Follett
Assoc, of Canadian Advertisers
Toronto, Canada
• Thanks for the suggestion. Reader Follett.
TV DICTIONARY USEFUL
Enclosed is our check for $8.00 to
cover the purchase of four (4) addi-
tional TV Dictionary/Handbooks for
use by our agency executives.
Mabel A. Delp
Zimmer, Keller & Calvert, Inc.
Detroit
• SPONSOR'S TV Dictionary/Handbook for
sponsors, containing over 1,000 terms and use-
ful Addenda information, is available free on
request by subscrihers. Extra copies, $2.00.
IN THESE MARKETS
its A.M.
MORNING & EVENING
PLUS
ABC
Kens
KHB6
Washington's
BEST
Ask your John Blair man for
the whole WWDC story
11 FEBRUARY 1952
95
SPONSOR
SPEAKS
Should station breaks go begging?
Hardest hit of all radio buys with the
1951 avalanche emergence of TV was
the nighttime station break. Stations
in both TV and non-TV areas com-
plained (and still do ) that the between-
program availabilities that used to have
advertisers standing in line weren't
getting even a nibble.
sponsor took note of this situation
in its 3 December 1951 issue. Schwerin
studies were cited revealing that the
impact of the 10 and 20 second station
break, when properly done, compares
favorably with many a one-minute an-
nouncement.
Since then we have noted a marked
pickup in station-break interest. Some
of the big advertising agencies, for ex-
ample, are working hard to convince
clients that station breaks are a top
buy. Several station representatives,
notably CBS Radio Sales and Free &
Peters, have gone all out to show the
value of these short shorts. And late
in December Westinghouse Radio Sta-
tions unveiled a plan which permits an
advertiser to earn a 20% discount by
buying schedules of breaks on its sta-
tions in Boston, Philadelphia, Pitts-
burgh, Fort Wayne, and Portland.
There is little doubt in our mind
that the station break will come back.
It will come back as radio comes back
— and radio is showing increased vital-
ity every day. It is up to radio to price
its nighttime breaks realistically. There
are many examples of price-heavy 20-
second announcements that must be
rate adjusted before advertisers be-
come inerested again.
We doubt that the SRO sign will be
put up for the station break in 1952.
But it's apparent that the bottom of
the break depression has been reached.
Not long ago a station manager in a
non-TV area said that his nighttime
breaks, previously sold out, were avail-
able 100%. We'll be surprised, with
the big push on by agencies, reps, and
stations, if that's true at the end of '52.
And many an advertiser should profit
thereby.
Fee TV
With the push that is being put be-
hind research and development of sub-
scription TV many thoughtful advertis-
ers and broadcasters are keenly inter-
ested in learning how it will affect com-
mercial TV.
Subscription TV (a term that some
proponents of Fee TV dislike) includes
a variety of systems now in the experi-
mental stage permitting viewers to re-
ceive specified programs on payment
of a fee. Three formulas now being
readied for FCC approval are Phone-
vision, a telephone-linked technicpue
tested in Chicago during 1951 and vig-
orously pushed by its originator, Com-
mander E. F. MacDonald of Zenith;
Telemeter, a coin-box technique owned
50% by Paramount Pictures and being
improved by top-notch electronic sci-
entists; Skiatron. currently tested over
WOR-TV.
Paramount Pictures is willing to in-
vest heavily in Telemeter which, it
probably feels, may some day gross
better box offices than all movie thea-
ters combined. But Paramount sees its
fee TV as far more than pictures only.
It envisions sports events, political
events, musical concerts, training
courses, operas — virtually anything for
which a suitable box-office can be an-
ticipated.
Aside from the TV facilities that
must be made available for such non-
sponsored televising, fee TV may build
up as a strong competitive force to
sponsored-TV for rights to important
events. Theatre TV has already proved
how serious this factor may become
with its purchase of rights to big box-
ing cards.
Proponents of fee TV point out,
however, that such competition is
healthy and in the American tradition.
Whether the competition becomes too
^strong to be healthy remains to be seen.
Fee TV will not be a reality until
many more TV stations are on the air.
But as it looks from here we will see
such systems in operation, possibly in
1953, and broadcasters and sponsor
will do well to adjust themselves to a
new competitive force.
Applause
Radio trims its sails
Advertisers found a refreshing note
in the speeches of Harry Bannister, of
WWJ, Detroit, and Dave Baylor, of
WJMO, Cleveland, before two trade
audiences in New York a few weeks
ago. What (lid the impressing was not
so much the soul searching on the part
of the two broadcasters as their forth-
right, dynamic approach to solving
some of radio's problems. Both
couched their stuff in -alls. realists
terms, blueprinted ways for radio to
get back on the offensive track and
strongly preached the idea of stations
in each community cooperating on lis-
tener and sales promotion.
Bannister, who talked before the Ra-
dio Executives Club, mentioned a lot
of concepts he applied to WWJ on the
"comeback trail," but the nostrum that
especially caught the fancy of adver-
tisers and agencies was the one that
had to do with programing. WWJ
went back to old fundamentals, and
again started developing local person-
alities and to block-book them. In oth-
er words, rebuilding the station's per-
sonality with the town's own personal-
ities.
The point of Baylor's talk before the
BMI Clinic that particularly made hard
sense for the sponsors was that the sta-
tions stop trying to cut one another's
throats locally and instead concentrate
on replenishing their sales ammunition
and attracting new accounts. Baylor
was harsh on stations — and with reason.
96
SPONSOR
'IN THE HEART OF AMERICA .
k A
KFR
'^ »-*» #**
<**»'- J £"
Team and /£'s
COMPLETE . . . EFFECTIVE . . . CONSISTENT!
The KMBC-KFRM Team is still
making broadcast history in the
Heart of America. According to
the 1951 survey of 2,672 inter-
views with rural and urban
listeners from 141 counties in
the area served by The Team,
made at the State Fairs in
Missouri and Kansas, and the
American Royal in Kansas City,
KMBC-KFRM personalities and
farm program services remain at
the top— and by a wide margin.
Year after year, survey after sur-
vey turns up the same story—
KMBC-KFRM superiority in all
categories. The best in radio
programming combined with the
finest of facilities, has built for
The Team a more-than-average
share of the radio audience in
the Heart of America. It is this
loyal audience that insures Team
advertisers day in, day out, com-
plete, effective and consistent
coverage of the great Kansas
City primary trade area. Now,
With KFRM An Affiliate of the
CBS Radio Network, Audi-
ences Will Be Greater Than
Ever Before -As Will Sales of
Team Advertisers' Products!
TO SELL THE WHOLE HEART OF AMERICA WHOLEHEARTEDLY, IT'S
KMBC-
U
THE HEART OF AMERICA
OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY
IN EVERY ONE OF
QUARTER-HOUR BROADCASTING PERIODS
OUT
OF
■■"■■■m'-'i'-m-ii-i'-i
and
PULSE— November- December 1951
a greater audience than all other
Worcester stations combined . . .
WTAG
HOOPER— November 1951
and WTAG-FM WORCESTER, MASSACHUSETTS
See l^tufnt&i fr>% *Detatl4,
WORCESTER-Home of "Lake Quinsigamond"-Scene of 1952 Olympic Crew Trials-July 3, 4, 5, 1952
Sponsors urge: Stop tagging
transcribed shows— p. 38
Sponsors
10-49
NATIONAL BROADCASTS C
30 ROCKEFELLER PLAZA
NEW Y03K 20 N Y
HOW AGENCIES
CLEAR TV TIME
Story page 30
& Motives
Mr. Sponsor:
H, H, Reich-
, hold
BMBin
1952
and Fii
s
Agency
Salesmen
U. S, Tobac
co: Tops in
AM-TV Pitch
paqe 40
j Purina's
Farm Station
Promotion
j paq» 42
TV Results
What's New
in Research?
Agency Pro-
file: Jack
Radio
Commercial
Reviews
paqe 60
Editorials
- =
Woodrow Wilson served mankind
Thomas Woodrow Wilson, distinguished Virginian and 28th
president of the United States, was a practical idealist.
After leading the nation through the grueling years of
World War 1 he fought tooth and nail to build the League
of Nations as a worldwide Gibraltar of democracy.
His age predated commercial broadcasting by a few
scant years. But we suspect that had radio and television been
available he would have used them to the full. The
persuasiveness of voice broadcasting, the remarkable
ability of radio and TV to be of service, would have meant a
great deal to Woodrow Wilson.
Havens & Martin Stations broadcast in the Wilson
tradition — they broadcast to serve.
WMBG WCOD
Havens & Martin Stations are the only
complete broadcasting institution in Richmond.
Pioneer NBC outlets for Virginia's first market.
Represented nationally by John Blair & Company
WTVRt
FIRST STATIONS OF VIRGINIA
Philip Morris
to buy second
net AM show
Bab-0 launches
spot campaign
in 8 cities
Robert Hall ups
spot budget 15%,
reaffirms faith
in radio
AM coverage
holding up,
study to show
FCC to favor
non-broadcaster
TV applicants
Local bakers
told not to
buy time next
to industry show
Philip Morris will soon a dd another half-hour network radio show to
its present "Philip Morris Playhouse" (CBS). Interest in expanding
its nighttime network radio programing grows out of P.M.'s recent re -
examination of its entire broadcast coverage structure. Firm discov-
ered that, in terms of homes, total audience reached by its 2 TV shows
("I Love Lucy" and "Racket Squad") was way out of balance wi th t ota l
a udience ava i lable in both TV and non-TV areas. Present indications
are that second radio show will also be spotted on CBS.
-SR-
Bab-0 last week launched spot radio campaign in 8 markets to supple-
ment present coverage including 5-minute MBS news, "Kate Smith Eve-
ning Hour" (half hour every other week, NBC-TV). Campaign will sprea d
to othe r cities, has e st imated $200,000 appropriation . Present cities
are Cincinnati, Des Moines, Kansas City, Shreveport, Nashville, Atlan-
ta, Raleigh, Charlotte. Minimum is 15 announcements per city .
-SR-
Robert Hall adds 50 stations to 150-station spot radio schedule, start-
ing 1 March, to coincide with opening of 18 new stores in 9 markets.
Budget goes up 15% from $1, 000, 000-plus . Largest air advertiser among
retail stores, Robert Hall uses saturation approach in Class B time,
mainly radio. "The new buy r eaffirms our continuing faith in r a dio ,"
Jerry Bess, Robert Hall v. p. in charge of radio and TV, told SPONSOR.
"I have traveled the country to markets considered saturated with TV
and found that radio is still potent on a cost and ma s s-sales b a sis ."
Spring expansion will put firm in 4 new markets — Detroit, McKees-
port, Pa., Youngstown, Joliet, 111.
-SR-
When results of new BMB-type coverage study now underway are released
next November, radio coverage wil l not be down as far a s many in in -
dustry fear . That's indication based on preliminary checkups in 23
widely scattered areas. New coverage measurement is called Standard
R eport , may be last national study for 5 years. Directing Standard
Report is Ken Baker, former NARTB research director and president of
now defunct BMB (see article page 27).
-SR-
Reports from top network echelons indicate they are coming to conclu-
sion FCC is bent on dispensing TV allocations to those n ot alrea dy in
b usiness of broad cast ing . As garnered by nets from recent hearings,
philosophy of FCC is that it would be to best interests of new medium
to expand competi tion in broadcasting as whole.
-SR-
Unique among institutional air efforts is Bakers of America sponsor-
ship of "Hollywood Star Playhouse" (NBC-Radio). Organization is so
anxious to keep campaign on industry basis it has asked local bakers
to refra i n from buying announcements next to show and has requested
stations no t to sell them . Usual pattern when trade organization buys
national program is local effort to capitalize simultaneously via an-
nouncements in station break time or other close adjacencies.
: Baltimore. Mel
REPORT TO SPONSORS for 25 February 1952
Which accounts
are long-range
naturals for AM?
Fetzer heads
TV Code
enforcement
My-T-Fine, Cen.
Foods buying
participations
After-midnight
operation
growing AM trend
NBC Spot Sales
steps up AM-TV
separation
Agencies clear
TV time by
going on road
CBS-Radio has embarked on long range study to determine which accounts
have natural affinity for radio and will be firm supporters of medium
over many years. Network, obviously, is prepared to take any business
that comes along, but it wants to determine which products will find
it preferable to pass up premium expenditures demanded by TV and con-
centrate on radio where cost per-1,000 is much cheaper: Case in point
would be aspirin brand which is much less concerned with demonstrating
action than with constant brand-name reminder .
-SR-
When Television Review Board administering NARTB TV Code goes into ac-
tion 1 March it will be headed by John Fetzer, WKZO, Kalamazoo, who
directed office of Radio Censorship during World War II. Completing
committee are J. Leonard Reinsch, Cox Stations; Mrs. Dorothy Bullitt,
KING-TV, Seattle; Walter Damm, WTMJ-TV, Milwaukee; E. K. Jett, WMAR-
TV, Baltimore. Consensus is that there's lots of backbone in this
quintet, that all will insist on proper fulfillment of TV Code by mem-
ber stations. Financed with $40,000 for first year, Code will operate
at start from NARTB headquarters in Washington.
-SR-
Two longtime radio sponsors are busy buying women's participation
s hows . My-T-Fine is readying 13-week schedule of radio and TV partic-
ipations in 40 market s. Birdseye Division of General Foods is seeking
participations in women's shows, radio-only, in 50 markets .
-SR-
Across U. S. AM stations are increasingly interested in all-night o per -
ation . At recent management meeting in Washington, round-the-clock
operation was decided on for most Westinghouse stations . Already,
KDKA has launched all-night service; WBZ, KYW, W0W0, KEX are all ex-
pected to follow suit. WNBC, New York, meanwhile has launched mid-
n ight to 6 : 00 a.m. symphonic music broadcast, by presstime had 4, 122
l etters of thanks from listeners.
-SR-
Recent expansion of NBC's spot sales department reflects determination
to further separation of radio and TV op e ra t ions . Move creates sepa-
rate sales manager posts for national sale of radio and TV. Also
planned are separate radio and TV sales heads in NBC's Hollywood and
San Francisco spot sales offices where one man now handles both jobs.
-SR-
Agencies experienced in clearing time for network TV shows advise
"pressure will get you nowhere," suggest salesmanlike approach (see
article page 30). Many agencies are sending "traveling salesmen" on
road to visit stations, show them advantages of shifting schedule to
make room for their clients' shows. From inception of program, some
station lineups have been increased by from 9 to as many as 55 added
stations . Few sharpshooters, desperate to clear time, have gone to
extreme lengths, including one who offered station manager Cadillac
for opening up slot, but most ha ve played it straigh t.
(Please turn to page 62)
No. 32 OF A SERIES
G- Rustsll Ta„b covered
the National U" on
Sn0W tu:saWn^« 0ld , baS
l««« R ^o«*^ d '
dienc e rating «P .
the deeded ta« ^ ^
enCe ' I I a t *"* iP : haS
v
^^^
RUSTSALEIN
In Snowshoeing
WHEC
In Rochester Radio
ptC0R9 r0R ,
UmRSHlP!
IN ROCHESTER 432 weekly quarter hour periods are
Pulse surveyed and rated. Here's the latest score, —
STATION
B
STATION
c
STATION STATION STATION
D E F
FIRSTS 246... 150 21.
TIES 12.. . 15 3.
WHEC carries ALL of the "top ten" daytime shows!
WHEC carries SIX of the "top ten" evening shows
PULSE REPORT— NOVEMBER-DECEMBER, 1951
LATEST BEFORE CLOSING TIME
BUY WHERE THEY'RE LISTENING:-
WHEC
: EVERETT- McKINNEY,
NEW YORK
5,000 WATTS
25 FEBRUARY 1952
DIGEST FOR 25 FEBRUARY 1952
VOLUME 6 NUMBER 4
The I?J52 mill: Facts and figures
New BMB-type study, due next fall, will supply advertisers, agencies, and
stations with up-to-date coverage figures
The agency traveling salesman clears TV time
By sending out personal reps, ad agencies have not only improved station
lineups for clients, but have strengthened agency-station relations
Highballing with radio
Railroads on the air have been a relative rarity, but the N. Y. Central finds
early-morning spot radio a real revenue builder
What every young timebuyer shotild know
Sponsors urge: Stop tagging transcribed shows
Is the FCC's law about "labelling" transcriptions and film programs ar-
chaic? Many of the leading admen SPONSOR interviewed thinV so
U. S. Tobacco glamorizes the dealer
When an advertiser has a TV program which acts as a full length comm
cial an-< is still a hit with the audience, he's lucky— like U. S. Tobac
Hon Purina profited by farm station contest
Nearly 60 stations participated in Ralston's "Purina Farm Radio Promotion
Contest"; good will, sales zoomed to new high
30
38
42
Special section: Films tailor-made for TV
A comprehen'ive study of production, availability, syndication of TV film
Includes up-to-the-minute listing of sources and outlets
Griffin spot campaign shifts with seasons
Tracing the spot buying pattern of a top seller in a highly seasonal item,
white shoe polish. Griffin's experience can aid others
Advertising managers I like best
What qualities are characteristic of a good ad manager? SPONSOR
MEN, MONEY & MOT.VES
510 MADISON
NEW AND RENEW
MR. SPONSOR: H. H. REICHHOLD
P. S.
TV RESULTS
MR. SPONSOR ASKS
ROUNDUP
WHAT'S NEW IN RESEARCH?
AGENCY PROFILE: JACK PURVES
RADIO COMMERCIALS ONLY
SPONSOR SPEAKS
COVER: To clear TV slots for network clients,
agencies send executives a-calling. They show
kinescope of program to station managers,
sell him on its strong points. Shown here (at
right) during pitch is Clair McCollough, well-
known head of WGAL-TV, Lancaster, Pa., and
WDEL-TV, Wilmington, being "sold" by Les
Blumenthal. asst. bus. mgr. and dir. of sta-
tion relations, William H. Weintraub Co. (For
article on TV station clearance, see page 30.)
an R. Glenn
Editor & President: Noi
Secretary-Treasurer: Elaine Couper Glenn
Executive Editor: Ben Bodec
Managing Editor: Miles David
Senior Editor: Charles Sinclair
Department Editor: Fred Birnbaum
Ass't Editors: Lila Lederman, Richard A.
Jackson
Contributing Editors: Robert J. Landry, Bob
Foreman
Art Director: Si Frankel
Photographer: Jean Raeburn
Vice-President- Advertising: Norman Knight
Advertising Department: Edwin D. Cooper
(Western Manager), George Weiss (Trav-
eling Representative, Chicago Office), John
A. Kovchok (Production Manager), Cynthia
Soley, John McCormack
Vice-President - Business Mgr.: Bernard Piatt
Circulation Department: Evelyn Sari (Sub-
scription Manager), Emily Cutillo. Joseph-
ine Villanti
Readers' Service: Susan P. Davis
Secretary to Publisher: Augusta Shearman
Office Manager: Olive Sherban
Publlihcd biweekly by SPONSOR PUBI
. Kdltnrlil. Clm
Mir.
New York H.
Slnxle coolej 5«*.
11. Md. 8ubwrlptlnn»: Inlted Sl«n
(8 t year, uimda tnd foreign 19. Slnxle cot '
Pruned In I'. S. A. Addrm (II corretpondenr
Mndl-.in W.nue Nimv York 22. N. "
SPONSOR PUBLICATIONS INC.
Anyone for football...?
ryone is for football. That's why football is definitely for anyone
1 anything to sell . . . and this is definitely the time to do some-
g about it. "& So get set now to make your play for faster sales,
;er audiences with All American Game of the Week . . .
usive films of 1952 games between standout teams like these:
iy, Michigan, Notre Dame, Navy, Ohio State, Illinois, California,
C, Washington, Alabama, Tulane, Kentucky, Texas, S.M.U.,
lor, Indiana, Michigan State, Northwestern, Oklahoma,
>raska, Stanford, U.C.L.A., Columbia, Yale, and others,
lusive ? Absolutely. Only Sportsvision can film these games for
30-minute wrap-ups of the greatest inter-collegiate football
contests for 1952 . . . every play covered by four cameras to catch all
of the color, all of the rock-and-sock action with close-up intensity.
& Here is the package All American Game of the Week
will deliver to you with hot-off-the-gridiron speed . . . next season's
eleven top football games plus the Season's Highlights in Review,
and a Rose Bowl Preview. 13 solid weeks to sell solidly for you
■fr For full information on All American Game of the Week,
including a print of a typical All American film by Sportsvision,
write, wire or call our nearest sales office: Sunset at Van Ness,
Hollywood 28, HO 9-6369. 25 Vanderbilt Avenue, New York 17,
MU 6-7543. 612 Michigan Avenue, Chicago 11, MI 2-5231.
Consolidated Television Sales
a division of Consolidated Television Productions, Inc.
Don't buy
half a market!
1 ,096,635 San Franciscans spent
about $1 V 2 Billion last year. BUT
remember, 1,444,132 Oakland-
East Bay residents spent even
more!
SO, when you think of San Fran-
cisco, don't forget the tremen-
dous Oakland-East Bay Market.
* KROW blankets Oakland and
the East Bay at LOWER cost-per-
1000 than ANY other station . . .
AND it covers San Francisco, too!
CPULSE, Sept. -Oct., 1951 )
TAKE YOUR TIP from the more
than 145 local, regional, and na-
tional advertisers who regularly
use KROW as RADIO'S BEST BUY
for the San Francisco AND Oak-
land-East Bay Area.
Write or phone Alan Torbef or Jock
Grant for facts and figures today. . .
ill litiw
by
Robert .1. Landry
Baby talk in politics
'I ho enthusiastic \ oung persons- and not so young — some of them
admen, some of them actors, many of them clearly amateurs — who
organized, conducted and dominated the recent midnight rally for
Eisenhower in Madison Square Garden obviously thought they were
making history. They were; but not in the way they fancied. In-
stead they were providing a basic lesson, and a basic inventory, of
what a political rally, with TV tied in, ought not to do and ought
not to be.
That it was a dull television show has been vividK attested b) Jack
Gould of The New York Times. You could tell that it would be dull
from the Garden itself where the confusion could be viewed in broad
perspective. Also in the Garden, if one sat outside the kleig lights
and wasn't blinded by them and partisan zest, one could see some
thousands of empty seats top side which mocked the frequent boasts
of young persons shouting into the mikes: "They said we couldn't fill
the Garden at this hour!"
* * *
But a moderate percentage of empty seats at midnight is a mere
detail. Admittedly there was a real organizational job done in draw-
ing 15,000, more or less not mattering. The truly serious emptiness
was in the program. For 90 minutes nothing much happened and
nothing, almost literally, was said. To quote Gould, "How the
supporters felt was shown clearly on the screen: why they felt as they
did. which was what really counted, was not shown."
Here the lesson begins. A TV spectacle needs a script. Mere
spectacularity won't suffice. Plainly there had been forethought
about "visual" angles — per the cowboys from Texas, the Mummers
from Philadelphia. But a rally in praise of a man must give reasons,
provoke thought, sell the man. The Bandwagon didn't sell Ike, it
sold a song about Ike. It was one long song plug, and hawkers went
up and down the aisles selling sheet music.
Worst aspect of all, to this observer, was the constant reiteration of
the juvenile catchphrase "Who Want Ike?" Catchphrases helped
put over Jack Pearl, Ben Bernie. Joe Penner. Amos 'n' Andy and the
advertising hand, a heav\ one this time, seemed evident in the "Who
Want Ike" parrotting. That youngsters in the Garden rose to the !
bait is conceded; but when will they be voting? Meanwhile this
column dares rebuke the low estimate of the American constituency
implied by this catchphrase-inongei ing. We come out four-square
and ringingh against an\ and all baby talk in politics. "Who Want
Ike?" Listening over in Paris. Eisenhower must have had the colic
I Please turn to page 68)
There is
no such thing
as a
television
home
Proof? It's all in a startling new WNEW report,
along with evidence of just how big New York radio is —
of how fabulously big WNEW is today — offer four years of television.
Copies are available to advertisers and agencies upon request.
WNEW
25 FEBRUARY 1952
1130 ON YOUR DIAL
7
^i
It pays to buy the giant econom y six
WBBM haj
than the ne^l
station
* Projections based on 1951 averages, Pulse of Chicago.
aore audience
I Chicago
i . combined!
W BBM Chicago's Showmanship Station
Phone WHitehall 4-6000, Chicago-or any
CBS Radio Spot Sales office— for availabilities.
Talk About Results
KMA
Shows Cost Per Order
of On I if 1/2 «*«»n<
on SOFSKIN CREME
HI
m just one announcement recent-
>n one of Bernice Currier's 9 a.m.
programs came a flood of 2679
cards and letters in reply to a Sof-
skin Creme sample offer! Broken
down cost-wise, KMA produced re-
sults for this sponsor at the amaz-
ingly low cost-per-order of V2 cent!
It is just one more testimonial to
the way KMA consistently outranks
other stations in producing fast ac-
tion. KMA listeners are a special
nid-western breed of dyed-in-the-
vool radio fans who have grown up
rith their radio dials turned to 960.
But (we unmodestly admit) these re-
ts aren't new to us. The terrific
way our thousands of loyal listeners
espond to KMA-advertised prod-
jcts used to shock us — but now it's
ust a day's work to us. It can be
ill in a day's work for you, too!
KMA
SHENANDOAH, IOWA
Avery-Knodcl, Inc.
tali sou
SUPER COOPERATION
On December 3rd the Town Crier, a
local newscast sponsored by the Atlan-
tic Refining Companj on \\ BBQ, Au-
gusta, reported the apprehension of a
one-armed man wanted for passing bad
bills in several cities ranging all the
wa\ from Detroit to Augusta.
\ follow up of the stor\ 1>\ the Town
Crier disclosed that Charley Pond, one
of the principal Atlantic Refining Com-
pany dealers in Augusta, and a co-
sponsor of the program, was the man
who had caught the counterfeiter.
How close can sponsor-station rela-
tions get?
John W. Watkins, Manager
WBBQ. Augusta, Georgia
ATLANTIC A VETERAN
sponsor for 3 December carried an
item as follows: "Atlantic Refining
, Company (via N. W. Ayer) is experi-
menting, to tune of an estimated $100.-
000, with 5-minute newscasts over 30
stations in Virginia, North Carolina."
As we both know, rumors in radio
and television move with jet speed but
must be classed as unguided missiles,
and often contain errors of fact. In
this case Atlantic was not experiment-
ing, because the company has spon-
sored newscasts for a number of years
in several southern states. And the
stations involved in Virginia and
North Carolina will amount to about
a dozen when final arrangements are
completed, rather than 30.
These are not important errors but
the) have caused some embarrassment
to us. I mention them to vou not as
a formal complaint, but because it
gives us a chance to offer to check for
you an) future items concerning our
clients, and to give you a quick and
accurate report.
Richard I'. Powell, V.P.
X. W. Ayer & Son, Phila.
THOSE TV RESULTS
We find that ue often use your pub-
lished success stories on television, es-
peciall) in your hand) form that you
put out incorporating a lot of TV re-
Milt stories in one magazine.
1 here is one addition which we feel
would be quite helpful and that is, in
addition to having a published date on
the issue. you indicate the span of
months covered b\ all the results pub-
lished in the book.
We will appreciate anything you can
do in adding this information to your
next report, which we understand is
due to come out \er\ shortl) .
\\\i Wright
7. Waller Thompson Co.
Sew York
• TV RESULTS. I<>.>2 F.liiion. will ha>.- ih. i~-
WHY NOT FARM RADIO?
The article on radio farm broad-
casting in your 14 January issue is
really a honey. It should help RFDs
a great deal, and 1 know we all appre-
ciate it.
I hope that before long we will have
another success story from the stand-
point of farm television. On 11 Feb-
ruary, four of five 15-minute televi-
sion programs will be sponsored. W e
are running the show at 12:30 to 12:45
noon Monday thru Frida\. Mlis-Chal-
mers is picking up the Monda) .
Wednesday. Friday shows. The mere
fact that we are getting the farm ma-
chinery people to do the job on a local
station is something, because as you
know, farm machinery boys have not
gone along with RFDs to the extent
that they have given business to farm
magazines and papers.
Mal Hansen
Farm Service Director. WOW
Omaha, Neb.
As a radio farm director, may I sa)
thanks to you for the very generous
space and the fine position you saw fit
to give farm radio in your 14 Januar)
issue.
Hkrb Plambkck
WHO, Des Moines. loua
READERS' SERVICE
Thank \nu \er\ much for the teal
sheets of watch company stories you
sent recently. They have proved \er\
helpful and it was most kind of you to
go to all that trouble for us.
K \ 1 iiKRiNE Dodge
Asst. Librarian
McCann-Erickson, Inc.. \ . ) .
• Our rrrrnth onlar«. .1 Kraclrr.' S.r»irr Im-
parl H..-..I i- at Ih, -.r»i,. .,1 all SPONSOR .III.-
WIRE
NDIANAPOLIS
/^W^fe
zmtne&L
the APPOINTMENT of
FREE^PETERSa
as EXCLUSIVE
NATIONAL SALES REPRESENTATIVES
EFFECTIVE
MARCH I , I 952
They'll be working together hand in hand
INDIANAPOLIS BROADCASTING, INC.
PRIMARY NBC
5,000 WATTS
25 FEBRUARY 1952
THEY'RE TOPS in
promoting the farm radio
advertiser's products to
America's most
important consumer . • •
THE FARMER.
Merchandising the farm radio
advertiser's product to rural consumers
requires special "KNOW HOW."
These winning stations in Ralston
Purina's Farm Radio Promotion Contest
have this know-how. They give the
farm advertiser skillful promotion on
and off the air . . . the kind that builds
sales . . . and makes the cash register ring
. . . for the advertiser . . . and the station!
THE PURINA FARM RADIO
PROMOTION CONTEST
was open to all stations broadcasting a
Purina Chows program. Prizes are
awarded to stations that did the
most consistent, effective and original
promotion on Purina radio programs
between October 1 and
December 15, 1951.
RALSTON PURINA COMPANY
ST. LOUIS 2, MO.
America
j
ft
«s
>S£ B
Farm editor Bob Nance, center, interviewing Purina
feeding advisor Johnny De Busk, left, and Purina store
manager Walter Korba in ftussiaville, Indiana. Station
manager John Jeffrey shown in inset.
WIOU, Kokomo, Indiana
FIRST PRIZE WINNER...
Farm Editor Harry Martin
WFBM, Indianapolis, Indiana
TIED FOR SECOND PRIZE...
Manager Howard Stanly
WEAM, Arlington, Virgi
TIED FOR SECOND PRtfi
est Farm Radio Merchandisers
mi — Vineland, New Jersey
Fred Wood, General Manager
WDZ — Decatur, Illinois
Frank Schroeder, General Manager
KDET — Center, Texas
Tom E. Foster, Manager
KTUC — Tucson, Arizona
Lee Little, Manager
WAVU — Albertville, Alabama
Jesse Culp, Farm Agent
PING RURAL AMERICA PRODUCE MORE .
LIVE BETTER . . . SINCE 1894
HONORABLE MENTIONS:
KOLT .
WIBW.
KFAB .
WJAG
WRAG
WJAY.
KSFA .
Scottsbluff, Nebraska
. . Topeka, Kansas
. Omaha, Nebraska
. Norfolk, Nebraska
Carrollton, Alabama
. Mullins, Alabama
Nacogdoches, Texas
Because of the exceptional quality of all
entries, the judges' decision was not easy.
The judges ask that we congratulate the
many other stations entered in the contest.
7*t c>v€Ut4vtue-
rt Most people tune in WFBM-TV!'
Says P. H. CASTRUP, Radio and TV Sales
1014 East Franklin Street, Evansville, Indiana
WlOMS IN SETS ON
'WFBM-TV gets a major
share of Evansville's
audience"
WFBM-l
IN DIANA POl
Inset shows the fine antenr
installation of the Bob Schai
Company.
Says AL BOSLER, in charge of
Radio-TV Service for the
BOB SCHAAD CO.
3229 W. Franklin Street
Evansville, Indiana
• Way down in Evansville, Indiana — 164 miles from
Indianapolis — many viewers claim WFBM-TV as their
favorite station, not only because the programs are good
but also because /'/ comes in best!
All of which points up the big BONUS you get when
you buy this great Hoosier station. In addition to the
212,350 TV sets installed within its 60-mile radius,
your programs on WFBM-TV get a "free ride" over
the air waves to additional thousands of televiewers far
and beyond the station's 60-mile area.
WFBM-TV, on channel 6, is doing a wonderful
job for scores of profit-minded advertisers. You'll •
to be in on this truly big deal for a big 1952!
*Source: BROADCASTING -TELECASTING,
February 18, 1952
WFBM Radio Is First in Listening, Too!
• First in the morning! • Fikst in the afternoon!
• and a Great Big First at Night! 50% more lis-
teners at night than any other Indianapolis station.
*pt>iAt t*t lacUotta
REPRESENTED NATIONALLY BY THE KATZ A G E N!
New and renew
2 5 FEBRUARY 1952
I. Mew OH television \et works
AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratioi
Roger I... I...
II,,- \\..k ,„ -port.; II, KMOllS |.
I I .'H-:!-. , \\.1/-l\ I ; II. •>•■' I
(\\ l\l|.l\ I ; 7 Feb! .-,2 «k.
Give and Take; II. 3:30-4 pmi 20 Mar; I
Bride and Cr...,.., : M. I. \\ . I 10:30-4!
I I.I ; .">2 «k.
Hie Goldbergs; 1 7:15-30 pm; 7 Mar; .">
Reboi • I 9-9:30 pm; K Feb; r>2 »k.
Vrl Linkletter t Part, ; Ml 3-3:15
3 Mar; 7.2 »k.
2. Reneived on Television JS'ettvorks
AGENCY NO. OF NET STATIONS PROGRAM, time, start, duratio
Into-Lite Co Cecil & P
\!.,t..r. Corn D. P. llr..
-i.-p. ■..-.■: I •>::((>- I<> |.n, : 2o I .1. : .">2
Doug Edwards and the \,»~: M. W.I '
,....: 22 Feb; r»2 »k.
Spa..- Patrol: alt Son 6-6:30 pm; 9 A
Star of th, Family; alt Th 8-8:30 pm;
3. Station Representation Changes
AFFILIATION
NEW NATIONAL REPRESENTATIVE
P. Hollingbei
%. \.
am Co, N.Y.
P. Hollingbe
>. V
al Time Sales
N.l
It.pr ntativ.
- V
• P. Hollingbe
ry, N
4. \ew and Renewed Spot Television
Philip Morris & Co
Procter ,\ Gamble
NET OR STATION
PROGRAM, time, start, durati
WMBT, N.Y.
20-.
■.- .in break; <» Feb; r.2 «k- 1
WMII. N.Y.
1-m
.. anncmt; 9 Feb; 7J2 «k. In)
WPTZ, Pl.ila.
21)--
. -t„ break; 22 Feb; .".2 «k.
WBZ-TV, Ho. to,,
10-s
. stn Ident; 1 <. Feb; 2<. «k- I ,.
W PTZ, Phila.
1-m
.. parti, : li Feb; 19 «k- (n)
WIT/. Pl.ila.
21)--
■c stn break; 21 Feb; 712 »k. (
W Mil. N.Y.
1-m
.. parti, ■: 13 Feb; 13 «k- ( .. >
w Mti. N.Y.
2<)..
. -it. break; 8 Feb; 7i2 «k. (r
• In next issue: New and Renewed on Networks, New National Spot Radio Business, National
Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments
New and renew 25 February 1952
5. Advertising Agency Personnel Changes
FORMER AFFILIATION
NEW AFFILIATION
Adolph L. Block, Portland, acct e
William II. Weintraub, N.Y.. acct
Foo'.e, Cone & lidding. N.Y., vp
Dan II Miner Co, LA., acct ex.
Whit.- Rock C.
.rey, N.Y., tv prod super*
ithal Co, N.Y., copy chief
., N.Y., adv mgr
■, Wash., acct exec
Bird Advertising, Portland, l
Same, vp
Biow, N.Y., copv chief
S.„,c, vp
Fletcher D. Richards. N.Y.,
Same.
ai*.
...... I. .,.,.!;- ing dir
CBS-TV, N.Y.. dir
Frank C. Nahser, Chi.,
McCann-Erickson, N.Y.,
Block Drug Co, Jersey C
Atherlon & Currier, Tor
McCann-Erickson Ltd, Londoi
super* European operations
William H. Weintraub, N.Y., mi
Roberts & Reimers, N.Y., gen i
R. T. O'Connell, N.Y., vp
Benton & Bowles, N.Y., researcl
Ruthr.iun* & Ryan, N.Y., sr cop
Strauchen & McKint, Cincinnat
Ruth. ,.,IT & Ryan, L.A., vp
Wrightman. IM.il... partner
NCAA, N.Y., tv prog dir 19S1
>tt Kimball, N.Y., vp
Allen, Portland, acct exec
raulT & Ryan, L.A., vp (Pacil
an, Prentis & Varley, N.Y.,
McCann-Erickson. N.Y., ,
Cecil & Presbrey, N.Y., asso
St. Georges & Keycs, Balto., acct exec
Warwick & Legler, N.Y., radio-tv prod, dir
Paul J. Steffen, Chi., ropy chief, research dir
Same, head all field merchandising operations
Scheldeler, Keek & Werner, N.Y., merchandising .
Same, also radio, tv copy dir
Emil Mogul. N.Y., merrhandising, marketing die
McCar
Ekson Ltd. London, rhai
E
ill
Mogul, N.Y
, dir, bus
mgi
...Ii..
s«
de
ii>
marketing
son & Cait
plans boa
ns. N.Y.. n
lembe
rex
n
;::
partner
also head
eyer-Adlem.
■ r D. Rich
PaciBc C
n, Phila.
ards, N.Y.,
'P
mem
ler i
ii
witt, Ogilvy, B
enson & M
,«her,
N/»
it
ha
rd N. Meltz
cr, S.F., ac
« exe
c
Same
Willi
Same
Simoi
vp
... W. Harv
dir, plans
& Smith,
Detroit, *i
ey, L.A., ge
board cha
Portland,
in charge
Detc
|| ..
6. ><•!»• Stations on Air
STATION
FREQUENCY
WATTAGE
OPENING DATE
1 '
| MANAGEMENT
WCLC, Flint. Mich.
1470 kc
1,000
Mid-Feb.
Adela
de ... Cairell. managing dir
New Network Affiliations
i category
M. W. Nichols (5)
C. A. Pooler (5)
O. W. Prochaika (5)
A. A. Whittalcer (5)
E. S. Reynolds (5)
STATION
KBKW. Aberdeen, W
KWSII. Moldcnvillc-S.
WDSC, Dillon, S. C.
WLOH, Princeton. W.
w >l \\. Springfield, I
■ M(.U. Meadville, P
FORMER AFFILIATION
NEW AFFILIATION
ABC (eff I Mar)
ABC
\lt( (eff I Mar)
The 1951 Iowa Radio Audience Survey* dis-
closes that radio-set ownership in Iowa is at a
startling all-time high. Multiple-set homes are
now in the majority in Iowa, whereas in 1940
less than one home in five had two or more sets !
The following chart graphically illustrates why
it is no longer valid to assume a single, "family
radio" within the house — a premise on which
much radio audience research has heretofore
been based.
INCREASE IN NUMBER OF USABLE SETS
PER IOWA HOME
(Top figures based on all homes interviewed;
other figures based on radio homes only.)
1940 1945 1951
SURVEY SURVEY SURVEY
PERCENTAGE OF HOMES OWNING:
1 or more radios 91.4% 97.9% 98.9%
2 or more radios 18.2% 38.5% 50.3%
3 or more radios 4.4% 9.1% 15.0%
In addition, the 1951 Survey shows that 88.2%
of all Iowa families own automobiles, of which
62.7% have radios. Iowans also own thousands
of other "non-home sets" — in barns (14.6% of
Iowa barn owners have barn radios) and in
trucks (9.7% of all Iowa's family-owned trucks
have radios**).
Radio-set ownership is only one of many impor-
tant topics covered by the 1951 Iowa Radio
Audience Survey. Its 78 pages of reliable, helpful
information make it "required reading" for every
advertising, sales or marketing man who is in-
25 FEBRUARY 1952
terested in radio in general, and the Iowa market
in particular. Incidentally, the 1951 Survey again
reveals that WHO with its Clear Channel and
50,000-watt voice is by all odds Iowa's most
listened-to station. Write for your free copy today!
**according to the 1949 Surrey
WIKI®
+/©r Iowa PLUS +
ines . . . 50,000 Watts
FREE & PETERS, INC.
National Representatives
what n
bil:
Any system of interconnected lines,
spread out in the right places,
can serve as a net. The bigger it is,
and the stronger its mesh,
the better a net works.
Of all the nets serving U.S.
advertisers, the biggest and strongest
is the radio one called Mutual.
Here are 550 connection-points
in 48 states (nearly double
any other net's) and at each
of these points are local-level
experts unmatched in ability at
catching and holding listeners.
Measured by listeners , the Mutual
net is catching a steadily larger
share of radio audience than
a year ago — day and night, all
week long. (N.R.I., Jan. -Nov. ,'50 vs.
Jan. -Nov. ,'51 — latest available.)
Measured by advertisers , the Mutual net
is the only one to win a gain in
radio billings — up 12%, '51 over '50.
Measured by competitors , the Mutual
pattern is now inspiring imitative
efforts by all other radio nets.
Measured any way you please, the
Mutual net is ready to help you haul in
new profits for '52. Come aboard with
Mister PLUS . . . and learn how
this net can work for you.
the MUTUAL net
of 550 affiliates
since
1919
CFCF
has been
making
friends
in Montreal.
• • • •
your
friends
when you
choose . . .
Canada's
first
station
In the U. S— Weed & Co.
in Canada — All-Canada
Reichhold Chemicals, the world's largest producer of synthetic
resins, now maintains 27 plants throughout the world (nine of them
in the U. S.) and sales outlets in nearly every country on the globe.
But in 1925, as Beck, Koller & Company, it started on a shoestring.
Owner of the shoestring was German-born Henry H. Reichhold,
then 24, who built it into a chemical empire which he alone controls
as sole owner-stockholder. Yet he's virtually unknown to people out-
side the chemical industry or Detroit, his first plant site.
Appreciative Detroiters remember him as the principal supporter
for six years of the city's symphony orchestra. Reichhold's love of
good music and a desire to share it with others led him into his first
broadcast sponsorship in 1944. It was then he took over the Sunday
Symphony Hour on ABC formerly sponsored by Ford, and he con-
tinued this sponsorship until 1948. His modest identification: This
program is brought to you by Henry H. Reichhold of Reichhold
Chemicals, Incorporated.
All told, Reichhold contributed over $2,000,000 for the orchestra's
support plus four to five hours of work daily overseeing its manage-
ment. This during the years of RCI's greatest expansion — in 1942
sales were $10,000,000; in 1951, $100,000,000; $150,000,000 is a
1952 estimate.
Now in his first TV venture, Town Meeting of the Air (8 ABC-
TV stations, coast to coast), Reichhold furthers his idea of "corpora-
tion philanthropy." He defines it as "the duty of corporations to sup-
port the arts in an era when individual philanthropy, because of high
taxes, no longer can do so."
Reichhold continues: "Our TV venture is strictly institutional. We
have no consumer products, our main customers being the automo-
tive, plywood, paper, laundry, and textile industries. We chose
Town Meeting because its viewers are the ones the company wants to
reach to create goodwill — the more discriminating TV audience which
includes the top level executives our firm services."
Service is the key to Reichhold's success, with Reichhold himself
exemplifying the "personal approach" executive.
Recently, he went twice across the continent, visited nine plants in
less than two weeks. Upon returning he remarked that he had "a
swell rest on this trip."
SPONSOR
's wm
WJBK IS SO POPULAR
WmVDETROITERS..?
FOLKS HEREABOUT LOVE TIGERS . . .
and WJBK, for 3 straight years, has
been the key station for the Tiger
baseball network . . . the largest ever
built for baseball broadcasts. The en-
thusiasm of the Detroit fan club— some
2V2 million strong— and the whopping
Hoopers, prove the overwhelming pop-
ularity of WJBK . . . and the Tigers.
DON McLEOD TIME . . . Music,
news and chatter with an ap-
peal to the housewife — that's
"Don McLeod Time." Considered
one of Detroit's top commercial
men, Don McLeod is a natural
at blending announcements into
the general patter . . . for sure-
fire sales results.
THE GENTILE
AND BINGE
^//<>;^} SHOW -- Ear| y
Z O M morning festivi-
<yj/ ties of music and
fun as only Joe and Ralph can
dish it up. For years the chief
attraction for listeners to the
"G and B Show" has been their
unconventional — and highly
successful — rendition of com-
mercials. "Zaniest twosome in
radio", says Liberty magazine.
WJBK HEADS HOCKEY NET! Exclusive
Detroit outlet for the Red Wing hockey
games, and key station for the nation's
largest hockey network, WJBK broad-
casts all home and important away
and play-off games for the champion
Red Wings. Al Nagler, play-by-play Red Wing announcer since
1935, is thrilling WJBK hockey fans for the 3rd consecutive year.
No wonder WJBK is considered Detroit's greatest sports medium.
NIGHT AND DAY, WJBK is first
in news, music and sports . . . the
favorite station of entertainment-
lovers all over Detroit.
THE BOB MURPHY
SHOW . . . "Tall Boy,
Third Row" Murphy
is a real favorite
with listeners and
sponsors alike. His
tremendous follow-
ing is a tribute to
his jazz and popular
platter savvy ... to
his free and easy
manner of delivering
commercials that
pack a wallop.
LARRY GENTILE'S
HOUSEPARTY ... The
V ^Bb^ pioneer disc jockey
in Detroit, Lar
Gentile has been a
popular radio per-
U sonality for 1 9 years,
'\\ , doing a fabulou
J$\^> selling job for <
reat variety of products. Th<
y "Houseparty", from 10 P.M. to
1 A. M., is an all-request music
program conducted in Larry's
formal, irresistible style.
t
The "Ralph Binge Show" and
"Ken Cline Show" are other top
WJBK programs which spell the
answer to your selling problems
in this 5-billion dollar Detroit
market. A check with your KATZ
man will show you that the way
smart advertisers spell success in
Detroit is W-J-B-K.
DETROIT
The Station with a Million Friends
NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455
Represented Nationally by THE KATZ AGENCY, INC.
25 FEBRUARY 1952
b'fflfllTl
withCBHIB
• Metropolitan Population
230,400
• Retail Sales
$174,670,000
andECEH
• Population Primary Cover-
age
1,326,550
• Retail Sales
$578,089,000
on your schedule
E33
Adam Young, Jr.
National Representative
F. E. Busby,
General Managei
lON THE DIAL 710
JVeu? developments on SPONSOR stories
"Baseball 1951: on the air, big in
time allotment, advertising and rhu-
9 April 1951, p. 46
Hundreds of advertisers find baseball
broadcasts the ideal vehicle for boost-
ing product sales
This summer more than 1,000 radio stations will carry play-by-
play broadcasts of major league games. Traditionally, these baseball
airings are sponsored by beer, gas-oil, and cigarette advertisers
spending millions of dollars to reach a listenership supposed to be
dominant!) male
But a special survey conducted by the Pulse Inc. of WMCA's New
York Giants broadcasts brings new data to light on audience compo-
sition, shows that advertisers looking for a woman's audience may
be missing out if they don't try baseball. Pulse figures, based on
Giant broadcasts from May to September, show a high potential
market for food, fashion and staple advertisers. Specifically, Pulse
finds that men comprise only 50% of baseball's broadcast listener-
ship. The "'forgotten 50%" are women, teenagers, and children —
part of an audience guaranteeing consistent listenership for 24 weeks.
Pulse's at home audience composition shows this breakdown:
(Listeners per 100 Homes)
May June July Aug. Sept. Av,
% of
Total
50%
33%
10%
MOBILE, ALABAMA
See: "Lydia Pinkham's radio recipe"
Issue: 27 March 1950, p. 30
Subject: 75-year-old medicine firm n
shrewder-than-ever use of the ai
The last quarter of 1951, says Charles Pinkham, company spokes-
man, was one of the best in recent history of the Lydia Pinkham
Medicine Company. This despite the fact that the fall 1951 budget
was somewhat lower than that of the same period the previous year.
Agency president Harry B. Cohen points out that more careful use
of advertising dollars — based on special analysis of each local market
and more efficient media buys therein — produced more sales for less
money. A new copy approach, stressing scientific evidence of the
medicine's effectiveness, is also given credit.
In the light of the gratifying sales picture, the company has in-
creased its ad budget for the first six months of 1952, still dividing
it about equally between newspaper and radio. Air campaign con-
sists of one-minute announcements and participations on stations in
carefully selected markets around the country.
The Lydia E. Pinkham Medicine Company has been using radio
since 1938, was spending some $500,000 annually in spot AM in
1950. Approximately the same amount went to newspaper adver-
tising. Since the venerable firm employs no salesmen, responsibility
for sales rests entirely on their radio and newspaper advertising.
Lasl August 1951, the firm, through the Harry B. Cohen Adver-
tising Company, New York (which took over the account last sum-
mer) began using a new advertising strategy. In essence, this was to
apportion the a<l budget in each local market on the basis of actual
sales history of the area, rather than relating it to population figures.
Then, in accordance with the agency's "budgel control" policy, the
ratio of sales to expenditures in each market was checked at regular
ninnthh intervals.
SPONSOR
CUSTOM-BUILT TELEVISION
Television, A.D. 1952, has been engineered into a
fabulously efficient advertising vehicle.
And Spot Program television uses all the standard
parts which make TV effective. ..and adds a custom-
built, one-of-a-kind, special body.
buy TV by spot and your station-list is shaped to
your own marketing specifications. No unwanted
"must" cities nor "must" stations to pay for; a red
carpet in the cities you do want. Film programs
assure audience-holding picture clarity in all your
markets. Plus. . . savings in station rates which are
enough to cover film prints, their distribution and
other costs, if any.
These are only a few of the basic advantages of
Spot Program television. If you are planning any
sort of road test of this great vehicle, it will pay
you to examine all the advantages of special-body
TV, designed to your needs.
There are experienced TV salesmen in the Katz
office nearest you, who can demonstrate in detail
why more and more advertisers are saying:
YOU CAN DO BETTER WITH SPOT. . . MUCH BETTER.
AT ASSEMBLY-LINE PRICES
THE KATZ AGENCY, INC • national advertising representatives
488 MADISON AVENUE . NEW YORK 22, NEW YORK . CHICAGO . LOS ANGELES . SAN FRANCISCO . ATLANTA . DALLAS . KANSAS CITY . DETROIT
25 FEBRUARY 1952 23
unquestioned leadership...
phenomenal following...
with AP NEWS
LSI
/a
i
"Our top prestige builder."
Harben Daniel
President and General Manage
WSAV, Savannah, Georgia
"52.7% of listening audience
Howard Dahl
President and General Manage
WKBH, La Crosse. Wisconsin
Hundreds of the country's finest stations announce with pride THIS STATION IS A wff
■B8
THE ASSOCIATED PRESS."
Associated Press . . . constant-
ly on the job with
. a news report of 1,000,000
words every 24 hours.
• leased news wires of 350,000
miles in the U.S. alone.
• exclusive state-by-state news
circuits.
• 100 news bureaus in the U.S.
• offices throughout the world.
• staff of 7,200 augmented by
member stations and news-
papers . . . more than 100,000
men and women contributing
daily.
PRODUCTIVITY talks— PRODUC-
TIVITY is the test— PRODUCTIVITY
in leadership and peak audience
listenership! Complete, compre-
hensive AP news coverage pro-
duces results in SALES ... for
the station and for the sponsor.
For information on how you can
gain extra prestige and sales with
AP news, contact your Associated
Press Field Representative, or . . .
WRITE
RADIO
V I S I
THE ASSOCIATED PRESS
In the eyes of Arle Haeberle
About Arle Haeberle
of WTCN
\ r
*J
Personally tries everything she
sells . . . more than foods, she covers
all fields of women's interests . . .
sells civic projects to housewives
. . . from symphony ... to Legion
Auxiliary ... to dolls for poor kids
... to Red Cross ... to Hospital
Benefits ... to flower clubs ... to
all church groups ... to community
theatres ... to lunch clubs.
Over 50 groups ask her help and
get it. Their memberships get their
news from Arle. They try to make
her president of everything.
approach to advertising problems!
Products are like children:
Special Development Is Often Needed
To Bring Them Out!
In the Minneapolis-St. Paul Market the ability of
Arle Haeberle to "mother"»new products, to work
with Agency and the Advertiser's sales force is
unique in Radio Selling.
Her morning show . . . Around the Town ... on
WTCN Radio has built a list of 7000 housewives
who help Arle by trying products and "telling Arle
about them"!
More than a box-top miner . . . her interest ex-
tends beyond good delivery of a commercial. For
the advertiser who wants to pre-test a market,
Arle Haeberle delivers a whopping big bargain.
If this kind of plus sounds like what the doctor
ordered for your problem product . . . ask our man
in your reception room to come in !
"They knew his Ml,
his voice: and so the friendship of a voice with many people was formed"
TCN -Radio
and WTCN-TV MINNEAPOLIS- ST. PAUL
Town Crier of the Northwest
SPONSOR
BAKER STANDS AMID BOXES HOLDING 1,500,000 BALLOTS HE MUST USE TO GET 670,000 REPLIES. NOTE SURVEY BASICS ON MAP
THE 1952 Kill!: facts and figures
Data identical to BMB will go into now Standard Report, duo out November
last
The Broadci
Me;
ment Bureau died quietl)
summer 1'Ut a new en\era-e report
\ irtually identical with BMB will be
published next fall. \ private organi-
zation — free of mam of the political
probli ms which besel the industi j -] mi
BMB has picked up the ball.
The new firm's nun-: Standard Au-
dit and Measurement Services, Inc.
Name of it- new service: Standard
Report.
; the new In m's chief execu-
tive: a familiar one in broadcasting in-
dustr) circles Kenneth H. Baker.
former N \RTB researeh director and
president of the defunct BMB.
Ballots fur the Standard Beport go
into the mail 1 March and the report
itsel f comes out next November. \l-
readj . enough stations < 375 I ha> e sub-
- ribed so that Standard is insured of
at least breaking even. No financial
i rises like those whieh dogged the path
n| BMB No. 2 a.v on the horizon.
BMB No. 1 and 2 aroused the wrath
dl -talion- all over the I . V Main
felt their coverage figures were being
misused In agencies who were hypno-
tized In figures and failed to appreci-
ate important factors like station's
sales results and extra sales impact.
Paradoxically, some big stations felt
small stations gained most from the
studies while small stations saw it the
other wa) round.
Baker faced the same opposition
from man) station- in establishing his
L952 Standard Beport. But, as one ad-
vertiser pointed out to sponsor, since
Bakei is 'join- ahead with his stud)
i "\ ei agi data w ill be made a\ ailable
25 FEBRUARY 1952
27
Standard
Report's
375
subscribers
to date
List complete as of 19 Feb.
Several call letters omitted
;it subscribers' request
WHMA
WAUD
WAPI
WOOF
WMFT
WCOV
WJJJ
WLAY
WJHO
WTBF
Arizona
KOOL
KTAR
KCNA
KOPO
KTUC
KVOA
KYUM
Arkansas
KFPW
KNEA
KLRA
KUOA
KWAK
California
KAFY
KIEM
KGER
KNX
KCRA
KSBW
KCBS
KSJO
KVOE
KIST
KSCO
KCOK
KVVC
KFRE
KHUB
Colorado
KRDO
KVOD
KLVC
KLMO
KCSJ
KGHF
KVRH
Connecticut
WLIZ
WTIC
Delaware
WJWL
Florida
WPIN
WVCG
WNDB
WJAX
WMBR
WEAT
WNER
WGBS
WDBO
WLOF
WORZ
WS°B
WFOY
WSIR
Georgia
WGPC
WRFC
WAGA
WATL
WERD
w:b
WBBQ
WRDW
WGRA
WDAK
WGBA
WRBL
WBU
WDWD
WFPM
WBML
WMAZ
WSAV
WTOC
WSFT
WLET
WAYX
Idaho
KDSH
KGEM
Illinois
WBYS
WROY
WDWS
WBBM
WSOY
WNMP
WLDS
WGGH
WMOK
WOUA
WIRL
WMBD
WTAD
WNBF
WCVS
WTAX
Indiana
WTTS
WGBF
WFBM
KWKl
WIOU
WJVA
Main
WKBV
WABI
WBOW
WGU !
Iowa
WLBZ
WOI
WCSI
WMT
WGA
KSWI
woe
Marylal
KRNT
WJEJ
WHO
KDTH
Massachil
KFJB
WEEI
KGLO
WSA
KWPC
WEIK
KCOM
WOC
KAYL
WTA
KXEL
Kansas
Michi:
KGGF
KGNO
KVGB
KOAM
KFBI
WFD
WTA
WGF
WJEI
WOC
WMI
Kentucky
WKZ
WKIC
WDK
WLAP
wsc
WKYB
Minnc
Louisiana
KDA
WIBR
KYSS
WJBO
wee
WLCS
WPB
KLFY
KNU
KVOL
wc/
KLOU
KRO
KNOE
WDSU
Mississ
WWL
WG\
on each station whether it subscribes
or not.
Ken Baker's success in organizing a
service which most observers last
spring had relegated to limbo status is
big news for advertisers and agencies.
They have been eagerly awaiting new
BMB-types figures because those from
1949 are now considered obsolescent
— though agencies are still using them.
sponsor surveyed agencies exten-
sively, found a unanimity of longing
for new coverage figures. But, warned
one chief timebuyer, "don't let people
get the impression that BMB-type fig-
ures are the end-all of timebuying.
They're just the circulation factor."
Agency timebuyers and account ex-
ecutives said that BMB-type data were
important for three basic reasons:
1. They make buying spot radio
more efficient, allow matching of cover-
age to product distribution.
2. BMB-type figures show how
man} unduplicated families a network
delivers in each area. This informa-
tion becomes increasingly important as
advertisers turn to split networks, in
keeping with more flexible network
policy on choice of stations.
3. Fair apportioning of a co-op
campaign's costs among distributors
and dealers is made possible with
BMB-type data, is virtually impossible
without it.
The questions and answers which
follow will cover uses of the BMB-type
data as well as other essential facts and
figures for advertisers and agencies.
Q. Why was it necessary for a pri-
vate organization to replace BMB?
A. Despite the fact BMB No. 2 (vin-
tage 1949) was rapidly becoming ob-
solescent, NARTB last spring pigeon-
holed proposals for a new measure-
ment. Too many stations opposed a
new one, its board members felt —
especially because it was feared televi-
sion had cut coverage of many sta-
tions. Since nothing could be done
within the industry, Ken Baker decided
to resign from NARTB and operate a
coverage measurement privately.
Q. How is Baker's new organization
financed and operated?
A. Backer of Standard Audit and
Measurement Service, Inc., is Michael
R. Notaro, owner of Statistical Tabu-
lating Company, probably the largest
firm of its kind in the world. He has
the major financial stake in the firm,
though giving Baker a free hand in its
operation.
The office staff consists of only three
people, Baker and two assistants who
are also BMB alumni, Margaret Brown
and Frederica Clough. All are housed
in one room in the New York office of
Statistical Tabulating Company at 89
Broad Street. When additional per-
sonnel are needed, they can be drawn
from Statistical's personnel pool, work-
ing for the duration of need only.
Thus operating expenses can be held
to a minimum. In contrast, the old
BMB operated out of an expensive
Park Avenue office, at one time had
two $25,000-a-year executives and a
staff of five in the $5,000 to $10,000
bracket plus their assistants and sec-
retaries. Baker estimates his overhead
is less than 20% of the old BMB.
Q. How much will Ken Baker's
Standard Report cost agencies?
A. One set of Standard Report data
on subscribing stations will be fur-
nished to agencies without cost. Addi-
tional sets of data on subscribing sta-
tions will be available at a nominal
fee, probably $85. Information on
non-subscribing stations will be avail-
able as well, but agencies will have to
pay for it. It would cost an agency
$50 for data on a station with a 10,000
or less weekly audience. Data on a
station with 3,000,000 or more listen-
ers weekly would cost $425. High price
of the non-subscriber data results from
the fact that the information is avail-
( Please turn to page 93)
28
SPONSOR
mpshire
HOU
lersey
KRTN
New York
WMBO
WKRT
WGVA
WWSC
WHCU
WJTN
WMSA
WCBS
WLNA
WEOK
WGY
WSYR
WTRY
WWNY
North Carolina
WABZ
WLOS
WWNC
WFNS
WBT
WSOC
WFAI
WC'B
WFNC
W»i^
WCOG
WHKY
WIRC
WFTC
WPTF
WCRT
WRPP
WMFD
WGTM
North Dakota
KDIX
WISL
WNAE
WWPA
Pennsylvania
WBVP
WCNR
WDAD
WPAM
WHKK
South Carolina
WTRF
WAIM
WKRC
WANS
WLW
WBSC
WBNS
WCOS
WHKC
WMSC
WONW
WNOK
WJER
WDSC
WFIN
WAKE
WJEH
WESC
WIMA
WFBC
WLOK
WMRC
WCLT
WSK'W
WPAY
WORD
WLFC
WKBN
WHIZ
South Dakota
KOTA
Oklahoma
WNAX
KWHW
KNOR
Tennessee
KOMA
WDEF
KTUL
WDOD
KSIW
WTJS
WETB
Oregon
WJHL
KOAC
WKPT
KERG
WREC
KUGN
WLAC
KGON
WSM
Texas
KRBC
KWKC
KFDA
KGNC
K.UUU
KALT
KFDM
KTRM
KBST
KTFY
KDET
KCTX
KCLE
KIVY
KRLD
WFAA
KDSX
KDNT
KROD
WBAP
KGAF
KCTI
KCLW
KINE
KLTI
KFYO
KTRE
KCRS
KOSA
KPIT
KGKL
KTXL
KONO
KTSA
KCNY
KRGV
KFDX
KTRN
Utah
KSUB
KVNU
Vermont
WCAX
WDEV
Virginia
WBLT
WCYB
WDVA
WFVA
WSVA
WLVA
WWOD
WRAD
WMBG
WRVA
WDBJ
W<LS
WHLF
Washington
KOMW
KWSC
KHQ
KXLY
West Virginia
WEPM
WAJR
WOAY
WBTH
Wisconsin
WBEL
WEAU
WRFW
WBAY
WKTY
WIBA
wise
WOKY
WNAM
WAUX
Wyoming
KVOC
S BALLOTS HIT MAIL I MARCH. EACH WITH COMB PREMIUM. ROWS SHOW NUMBER OF MAILINGS NEEDED TO COMPLETE STUDY
3&
METHOD
Agency representative
i guest stars; personal
The agency traveling salesman:
he clears fi time
Scramble for program periods in tigl
markets demands personal visits
Mfcftijk Station relations, once the
|T Tw exclusive province of the
* networks, has now become a
major concern of advertising agencies
as well. Prompted h\ network tele-
vision's greatest bugaboo — the limited
number of station availabilities, par-
ticularlv acute in the 41 one-station
markets traveling representatives have
become a necessarj adjunct to main
of the leading ad agencies.
Because a national advertiser's $15,-
30
000 or $20,000 program is wasteful
advertising without a national station
lineup, agency representatives are vis-
iting stations in markets where the net-
work has been unable to secure satis-
factory time clearance. They are
building their clients' own lineups.
Kudner Agency built networks of
62 stations for Martin Kane, and Tex-
aco Star Theatre — (the latter in the
days before Berle became "Mr. Tele-
vision"). Benton & Bowles' Red Skel-
ton show is seen in 58 markets; First
100 Years is carried by 59 stations.
The list goes on and on . . . agencies
which have sent personal reps to visit
stations have been able to improve
considerably on network line-ups.
But in addition to their specific
function of station clearance, these
good-will ambassadors have been
strengthening over-all agency-station
relations. Station managers are final-
l\ coming to believe that the big-town
SPONSOR
BffiS
Ifou- network lineups grew when aaeney used personal contact
PROGRAM
CLIENT & AGENCY
NETWORK
NO. OF
-i itions m
i\< i i"iin\
CI RRENT
NO. OF
STATIONS*
Beat the Clock
Sylvania Cecil &
Presbrey
CBS-TV
25
34
Big Story
Amer. Cig.—SSCB
NBC-TV
76
44
Crime Photographer
Carter Prod.—SSCB
CBS-TV
78
42
First TOO Years
Procter & Gamble —
B&B
CBS-TV
38
59
Kraft Theatre
Kraft— J WT
NBC-TV
7
44
Martin Kane
I). S. Tobacco— Kudner
NBC-TV
79
62
Racket Squad
Philip Morris — Biow
CBS-TV
25
48
Texaco Star Theatre
Texaco — Kudner
NBC-TV
7
62
•The figures represent only total number of network stations; the table does not attempt to indicate
the ex en of improvement in kinescope time-effected at almost every stat,on where personal contact
was made Conversely, in some instances factors other than agency effort may have been significant.
RESULTS
Alert agenc
able to add e
■najor factor i
determin
i to 55 stations to progra
number of stations it can
. But agei
, figure
agency consists of more than 14 vice
presidents and 44 file cabinets.
The people doing this station rela-
tions job are for the most part, not
members of a new department, but
rather timebuyers, account executives,
radio and TV vice presidents.
Though the personal representative
is concerned primarily with that neb-
ulous matter, good will, his greatest
headache is clearance. Here's why:
1. The station is being offered more
programs than it has time available
for, especially in markets of less than
four stations.
2. Local programs jingle the cash
register louder than net programs, be-
cause the station keeps most of the bill-
ing instead of receiving only the one-
third share for carrying a net show.
Lntil years after the freeze is lifted
and many more stations are on the air
— enough for all the networks — there
can be no complete solution. The Wil-
liam H. Weintraub attitude toward
this approach is that agency station
relations men are "not the single an-
swer to clearance, but rather one more
25 FEBRUARY 1952
agency service. It is a technique - to
aid the nets in a cooperative venture.''
Here is the general feeling around
the agencies with regard to clearance:
Personal representatives can accom-
plish a good deal by sitting down with
a station manager and talking over his
individual problem. But managers do
not want to be told how to run their
stations. They resent pressure and
any high-handedness. If an agency
(Please turn to page 64)
R & R's Tom Slater prepares for trip. Kinescope is important means of selling show to statio
To avoid TV's impact, NYC uses daytime spot shows like WNBC's
Highballing .
with radio „_l
early-a.m. in 1950; now it's standard
/ rf 7 r T v v Hard-pressed by rising expenses and government-
CTy n fixed revenues, the nation's railroads today have
^JI^F a Iife-or-death selling job on their hands, yet sel-
dom enlist broadcasting's aid in doing it.
This has happened because railroads generally don't know-
how to go about advertising themselves on the air. Nation-
ally, the Railroad Hour I NBC-radio) of the Association of
American Railroads does a good public relations job for
railroads. Its mission, however, is more to create good will
than to sell tickets for specific trains.
A few railroads do have air campaigns which help to
boost their passenger traffic, long the 30% difference
SPONSOR
between "breaking even" on Ereighl
traffic and "getting ahead" For mosl
tines. Bui it takes .1 good advertising
memorj to recall that the Milwaukee
Road, the New Haven I foi its "Show
rrains"), the Chicago and North
Western, Boston & Maine, Lackawanna,
Rock Island, Frisco Lines and Great
Northern to name most of the more
air-minded are selling their travel fa-
1 Hides in radio and tele> ision.
However, one railroad, the busy,
bustling New York Central, is causing
a good deal of interested comment
these days in railroading circles. For
New 1 ork Central is doing toda\ what
few railroad admen think can he done:
a real selling job w ith radio.
In nearly a dozen of the nation's
largest cities, the public's fondness for
tumbling out of bed in the morning
and snapping on its favorite radio
"wake-up" show lias proved a real
passenger revenue-builder. This has
been true for over a year for New York
Central, an S807.000,000-annual busi-
ness in 1951.
NYC's formula is virtualrj unique
in railroad air advertising. Vhout 1-',
of L952's Sl,300,000 appropriation— in
addition to NYC's -hare of Railroad
Hour'.-, costs goes to sponsor program
segments ol 11 of spot radio's top-
rated "morning men"' in as main cities.
The campaign is unique both in its
formula for giving local-level airselling
,i reall) "'local" approach, and in its
results in actual ticket sales.
I In-c are the stations and "morning
men" thai New York Central uses.
\l>ont hall ol the shows are on a Mon-
day-Wednesday-Frida) basis, the rest
are on a five-times-weekl) basis. I ime
segments range from five minutes up to
L5 mmutc-. Imt all are aired between
the hour- oi 7:00 a.m. and 8:15 a.m.
Boston WBZ-A Car] De Suz<
Buffalo WtiU .lolin I.as.vU-s
Chicago W I'.l'.M Jim Conway
Cincinnati \\ok\
Clovola.ul UTAM Jaj Miltner
ckl.w Tobj David
a WISH Bill Faulkner
Bob S R
KSD
Si.rm-ti, 1,1 WMAs Paul Monson
Here's what Jim Webster, red-head-
ed and \oungish-looking advertising
directoi ol New York Central told
SPONSOR concerning his use of day-
lime spol radio:
"Our six years in radio have taughl
us that morning radio programing is
our best buy, from the standpoint of
cost and results. After a trial run in
Cleveland in 1946, we started using
spot radio widely in 1947. We used
what a great many other advertisers
used — announcement-. However, the)
were service announcements. That is.
we linked our selling messages with
the "service" of brief weather reports,
both to give public information and to
make our point that the Central offers
top passenger service in all kinds of
weather conditions."
-Oner this began to -how results,"
continued Webster, a 20-yeai veteran
of man) phases "I railroading, "we be-
gan to bran< h into programing as a
logical extension of our announcement
campaigns, and into .1 ti ial run for a
year in I \ . We have found that we
gel bettei results b) ha\ ing a well-liked
1 adio pei sonalit) do oui selling foi us,
than b) telling the public directly, fn
other word-, the identification of New
York Central with daytime radio per-
sonalities along our lines — like Bob
and l!a\ in New 1 oik. I ob) l»a\ id in
Detroit. Ja\ Miltnei in » ileveland and
Jim Conwa) in Chicago, to name just
a few of them, has 'personalized' our
entire approach. Radio, for New York
Central, lias become a definite part of
our passenger | notion."
Since a sponsor's air efforts are usu-
allv only as good as his agency, much
credit for New York Central's success
goes to its ad counsel, Foote, Cone &
Belding. Here, the two executives
most concerned with NYC's spol pro-
gram operations are Harry Frier, the
soft-spoken NYC account executive,
and Lillian Selb, FCB's well-liked, well-
know n chiel timebuyer.
To Harry Frier's way of thinking,
the spot program campaigns of New
York Central are a "sort of multiple
Arthur Godfrey, brought down to a
strictly local level." He had this to
say to sponsor:
(Please turn to page 72 1
THREE AIR-SOLD SERVICES: New York Central
25 FEBRUARY 1952
NAB CONVENTION IN ATLANTIC CITY, 1939: LINNEA WITH REGGIE SC HUEBEL, WYATT & SCHUEBEL; OWEN F. URID3E, WOAM, MIAI
What every young I imeliui it should knon
I .i mica Nelson, year after retirement, gives pointed adviee in an exclusive to SPONSOR
CE
characteristic of retire-
■nt is the ability to ap-
praise with unalloyed objectivity and
candor the field, the work, and the peo~
pie to ninth you have been attached
for the major pari of your life. About
a ye.ai li<^ gone by since Linnea VeZ-
son, dean among tirnebuyers, closed
out 24 years of service with J. Walter
Thompson. That year has had its full
34
measure oj activity what with a hus-
band i out in Babylon, /,. /., she's
I. noun as Mrs. William II. Kleinhans) .
home, and civic affairs. It has also
allotted for the mellowing of thoughts
and opinions that come with looking
backward. Among the honors accord-
ed Miss Nelson when she retired ivas
a scroll from the Advertising Club of
Washington which made special note
of the fact that the starting point of
her rise "in the highly competitive ad-
vertising industry" ivas as a temporary
typist. In the light of this biographical
fact and with the belief that Miss Nel-
son's experience must contain much
that can be helpful to others, SPONSOR
as led Miss Nelson for what would be
her advice to the younger set in, and
those, aspiring to be promoted to, the
SPONSOR
KATZ; TED FISHER, PEDLAR & RYAN
business of timebuying. Overcoming
an initial hesitance to do it because of
what she termed her "ex status," Miss
Xelson prepared the following com-
ments exclusively for sponsor:
With the growth of the broadcast-
ing industry an almost endless supply
of timebuyers will be necessary. Of
course, not everyone wants to be a
timebuyer, and not everyone who
thinks he or she wants to be has the
ability. Too many who work toward
timebuying positions do so merely in
the hope that it will be a fast stepping
stone toward something else and there-
fore behave as though they are with it
25 FEBRUARY 1952
onlj temporarily. That's not good for
the business and the sooner these folks
are moved out of timebuying, the bet-
ter it is for themselves, other timebuy-
ers, and for the agencj and its clients.
I r\ to think in terms of being the
besl possible timebuyer, heading up
I he best possible timebuying depart-
ment. As the business grows so grows
the timebuyer.
Timebuying is a business of ideas,
people and detail — everlasting detail — -
and you learn to like the last because
of your love for the first two! But as
your job grows, and, assuming you
grow with it, you will have more peo-
ple working with you on whom you
mav unload much of the detail. Al-
ways remember that hanging on to too
much detail, if you have the oppor-
tunity to transfer it, hampers your own
progress. This lack of ability to trans-
fer some of the load is what automati-
cally prevents many from progressing.
In many businesses the pioneers had
the toughest job, but not so in broad-
casting. With the growth of the busi-
ness, complexities have arisen that
were not even dreamed of in the early
days — legal, business competition, re-
search, ethics — scores of problems that
make the newcomer wonder how long
it will be before he or she dares to ac-
cept the responsibility of signing that
sheet called the contract. All this
means that today these people must
apply themselves diligently and learn
faster in order to keep up with the
more seasoned buyers who are fre-
quently "shopping" for the same
schedules that the former want for
their clients.
In timebuying it is very important
to make people like you. Believe it or
not, you don't have to like everyone
you work with or do business with —
but, if you try, you will find some-
thing, even if some small thing, in
every person with whom you come in
contact that you can admire and re-
spect. And that is the thought you
want to bear in mind when doing busi-
ness with that person — to a point
where he or she is respecting your at-
titude, ability and intelligence. You
are in a competitive business, and you
want Joe Doakes, who may not be the
best and most lovable salesman in the
world, to give you a crack at some
availabilities or information before he
goes across the street to another buyer.
Give the salesmen an opportunity to
tell their stories, but don't devote the
entire day to this, to the exclusion of
LINNEA ON HER WAY TO WORK IN 1932, YEAR SHE BECAME A TIMEBUYER. SHE STARTED AS HOWARD MEIGHAN'S SECRETARY
other work on your accounts. It will
help if you advise the salesman how
much time you have, and keep within
that time.
Be a good listener and don't be
afraid to ask questions. But listen
first, for the answers may develop dur-
ing the presentation, so that you don't
have to ask questions too soon and in-
dicate too much lack of knowledge on
\ our part. It always pays to do a lot
of listening. Be cautious about belit-
tling the presentation in the presence
of the presentation giver, and certain-
ly not to the point where he will be in-
clined the next time to give his pres-
entation directly to the client, without
consulting you. (Remember, the me-
dium is paying the customary 15%
agency commission ! )
oLinnea f/euon
j tips to timebuyers
nnNTi
UUI
4 Give the salesman a chance to
1 tell his story, and don't belittle
his presentation because the
UUN 1!
4 To women timebuyers — Don't be
1 a '"female," and don't whine and
be habitually coy, or expect spe-
next time he might make it to the
ci'l considerations because of your
client direct.
sex. Aim to be taken as an equal.
f% Develop the knack for transfer-
/ ring detail when the opportunity
A Keep from shopping for availa-
J Lilities until you've got the ap-
rroprialion. It not only causes
presents itself, because the lack
of this ability can act as a roul-
unwarranted wear and tear on reps,
but prevents them from making an
block to personal and office progress.
*% Do all you can to sidestep buy-
\ ing a "skimpy" campaign, espe-
dally when you know the pro-
posed ludget will not do a job for
the product.
immediate s:de.
*\ Don't be careless about your
\ statements or comments — re-
** member when anything comes
from you as a buyer, it's supposed
M Maintain at all times good faith
IX in your dealings with stations
and networks; if you let your-
to be official.
M Don't get the impression you're
IL loved only for yourself; you're
also loved for your signature on
self be pressured into doing some-
thing not above par or "tough" it
can hurt your organization the next
the contract. Also don't tell all, but
time around.
rather develop an air of knowhote
whi\ h will help to build your stature.
I" lie a complete self-starter, be-
j coming as conversant as possi-
ble with all facets of your job
P On the social level, don't get /he
j impression th'it your entire de-
partment must be invited every
and get to know as much as possible
about the agency's accounts and all
1'lace you go and that each one must
of their background.
l.veji secret ivhere he or she's been.
Learn to know your account execu-
tives so well that you can anticipate
their questions, and bear these ques-
tions in mind whenever you listen to
a sales story.
Remember, that very often the sales-
man is so enthusiastic about what he
is selling that he's concerned solely
with making a sale rather than a sale
to the right client. It is your business
to think of the sales presentations in
relation to your clients' needs.
Don't always wait for the account
executive to come to you with a re-
quest, but learn what you can about
the accounts and pass bits of informa-
tion along to your department head
or account executive, or both. Al-
though you are a bu\er to those out-
side your organization, you are both
a salesman and an educator within.
Don't sell broadcasting short. You
run into situations where you'll be
told how many announcements to buy
and on what stations and how much
money. But do everything possible to
avoid buying a "skimpy" campaign
that you know very well will not do a
selling job for the product.
So often these requests by both cli-
ents and account executives are made
in the form of "trying a test," and
more often than not the results of an
inadequate schedule are too poor to
warrant either an expansion or a con-
tinuation of a campaign. It takes a
bit of nerve to sit in on a plans meet-
ing and say, "I'm sorry, but that's not
enough money to do a job in radio or
television, and perhaps you'd better
just add it to your newspaper cam-
paign." The first reaction of the
(Please turn to page 70)
SPONSOR
Linnea plans to go fishing
r<*™
a* * : i&'& -$i§jj&
■*m- ~ **~m
" < ~"Nu^^F*SBh
1^^ --* * Jam
..51 _ ^J
ii ^ i tS'iawiBI
1 i
1952: Linnea lives here'
fe--Sj
Sponsors urge:
Stop tagging shows
as "transcribed"
"The following program is transcribed" regarded*
archaic, costly hindrance by TV and radio admen
One of the FCC's oldest
regulations makes about as
much sense today as hanging a "Don't
^Iwot Buffaloes From The Windows"
?ign in the club car of the Super Chief.
That's the opinion of a growing num-
ber of agencies, advertisers, and broad-
casters, SPONSOR discovered recently.
This reaction, from the radio-TV di-
rector of one of New York's biggest
advertising agencies, is typical. Hop-
ping mad. he told a sponsor editor:
"That FCC ruling about 'labeling'
transcription and film programs as
such on the air is just plain archaic.
Its based on the out-of-date assump-
tion that 'live' programing is some
kind of 'butter' and anything else some
kind of 'margarine' or substitute. It
takes no notice of the improvements in
transcribing, such as the tape recorder.
It ignores the great strides made in the
production of TV programs on film.
With more and more national adver-
tisers using 'recorded' entertainment
on networks and at the local level, this
law is nothing more than a drag on the
efficiency of the medium."
The ad manager of a firm whose ra-
dio show, formerly live, is now aired
weekly from tape recordings, ap-
proaches the problem from a slightly
different tack. He stated:
"Who is the Federal Communica-
tions Commission protecting with its
transcription law? The networks and
Illicit radio and TV audience thinks of e.t. and film shows
2
"More enjoyable'
Public preferences: tran-
scribed vs. live radio*
"More enjoyable"
"Equally enjoyable
"Less enjoyable"
6.9%
48.0%
45.1%
Public preferences: live vs.
live TV*
6.3%
45.5%
48.2%
"Equally enjoyable"
"Less enjoyable"
Recognition of whether radio
shoivs are live or e.t*
Recognition of whether TV
film show is film or live*
Correctly identified
Incorrectly called Live
60%
34%
Recognize
as film
Alan Young Ed Wynn
42.2% 27.1%
Incorrectly called Tran-
scription 6%
Did not rec-
ognize 57.8% 72.9%
NOTE: Both programs tired in N.Y.-N.J. area
Fairfax M. Con*'
President, Foote,
Cone & Belding
right and justified.
Some others, on the
other hand, are ar-
chaic and should be
erased from the books or amended. The 'by
transcription' requirement is one of those
that seems to belong in the latter category.
"It is hard to see how public interest is
served by this requirement in radio. I am
also concerned because television has fallen
heir to the same sort of thing, so far as TV
films are concerned.
"The implication that the shoiving of a film
on TV is somehow less desirable than live
broadcast, seems to me absurd. Many of the
finest things on TV can't be done live. They
have to be film. As TV broadens its field,
this will probably be even more true.
"Under the circumstances, I hope the rule
will soon be rescinded that makes it man-
datory to 'tag' every 'mechanically repro-
duced' air show."
advertisers? Not today, with some-
thing like one-third of radio's com-
mercial network shows being aired in
part or entirely from transcriptions,
and with several top-rated TV shows
from films. Radio and TV stations?
Hardly, since they've borne the brunt
of that ruling for years, and would
like very much to get rid of it. The
public? Perhaps, but I doubt it.
Transcription and film quality is so
good that the public can't tell 'record-
ed" from 'live' programs today in most
cases. Continuing the law in its pres-
ent form means that the public's en-
joyment of many a good show is
dampened, and nothing is gained."
Hot words? Maybe. But sponsor
researchers heard similar complaints.
over and over again, while interview-
ing leading admen for this report.
The focus of the controversy is fa-
miliar to everyone in the business of
broadcast advertising. It's the Fed-
eral Communications Commission rul-
ing, drafted in 1932 by the FCC's
predecessor agency, which causes all
transcribed and tape-recorded pro-
grams in radio, all film or partly-film
programs in TV, to be identified clear-
ly on the air. This tag is given, with
no monkey business allowed by FCC.
usually at the beginning and end of
each show that's not completely "live."
Here's how the FCC summarizes its
rule in its published regulations:
"A licensee shall not attempt af-
firmatively to create the impression
that any program being broadcast from
mechanical reproduction consists of
live talent."
To many an advertiser, the contro-
versy that has simmered around this
ruling may seem to be without mean-
ing, and rather like a discussion of
some of the nation's more humorous
"forgotten" laws. However, SPONSOR
learned that the FCC regulation, far
from being an obscure "blue law," is
an active topic in more and more ad-
vertising discussions.
Objections by admen to the FCC's
rule split, more or less, into two main
categories :
1. Complaints based on the histori-
cal development of the law, with many
admen saying that the law is "un
istic" in the light of performance qual-
ity of transcriptions, tape recordings,
and films today.
2. Objections based on the publics
known attitudes toward entertainment
which is pointedly identified to them as
"canned" (see charts, opposite page I
and the corroding effect of public "neg-
atives" on the advertising and rating
efficiency of programing.
Oddly enough, the recent griping has
had but little effect on the Federal Com-
munications Commission itself, case-
hardened by years of frontal attacks
on its law by various industry seg-
ments. A discussion of the subject by
sponsor with George Gillingham, a
public information official of FCC, pro-
duced the following statement:
"Yes, the FCC is aware that the
quality of radio transcriptions, tape
recordings and TV film programs has
improved greatly in recent years. But,
we have no present plans to review the
matter. For one thing, we're too busy
these days with television matters such
as the lifting of the 'freeze.' We sti
feel that the public ought to know
when it is listening to some form of
'recorded' entertainment."
In other words, the FCC today st;
makes a distinction between "mechani-
cal reproduction" and "live" shows.
On the recorded or "second best" side
is everything from the disk jockey with
his rack of popular records, to si
blue-chip network "taped" shows as
Bob Hope, Duffy's Tavern, Richard
Diamond, and Bing Crosby.
There's no attempt by the FCC to
separate $30,000 non-repeating tape-
recorded Crosby shows where the use
of tape is merely a facility from a 75^
(Please turn to page 82)
high-fidelity, as in CBS tape recording shown here,
ven watered-down 1932 law outdated now in radio-TV eyes
U.S. Tobacco glamorizes the dealer
Tobacco shop is focal point in Martin Kane AM and TV
dramas. Shows arc major factor in sales increase of $4,000,000 for 1951
^■HPl The I nited States Tobacco
^MIAmI Company has come the
closest oi all national air advertisers to
achieving the ideal in advertising effi-
ciency — namely a program which is
virtually all commercial and still a
pronounced click with an audience.
For U.S.T.'s Martin Kane detective
dramas on both radio and TV are ac-
tually built around a commercial — a
tobacco store setting.
This smartly-contrived shop (see pic-
ture) has I 1 1 created for TV advertis-
ers in general an imaginative example
of how to integrate point-of-sale with
the program, (2) lent dignity and per-
sonal'tv to the products' purveyors,
and (3) provided a showcase for the
sponsor's broadly diverse line of tobac-
co products and brands, resulting in a
steady upsurge in sales.
The central figure in the commer-
cials is a retired police captain, who is
the proprietor of the shop. This same
"dealer" participates as well in Martin
Kane's adventures — a transition that is
as acceptable as it is smoothly per-
formed.
Until recently, virtually all of the
customers portrayed on the programs'
tobacco shop were men except for spe-
cial promotions like Father's Day and
Christines. But this fall, U.S.T. added
two new products, Sano and Encore
cigarettes and added to the effective-
ness of the commercials by having
women shown buying the products in
the tobacco shop. Sano, a denicotin-
ized cigarelte, is the first of its type to
be pushed nationally.
As for effectiveness, U.S.T. products
sold so well last year that the firm is
well ahead of the industry's average in-
crease in sales, largely as a result of
the Martin Kane shows. Although En-
core and Sano have onlv been on the
air since July, sales of both cigarettes
as well show the successful impact of
the radio-TV tobacco shop format.
Though the company is hesitant about
releasing figures, it's known that
they're having difficulty in meeting cig-
arette demand.
The over-all rise in net sales of
U.S.T. for 1951 over 1950 is 18.5%
for the first nine months of '51, and at
the rate the company has been pro-
ceeding, final figures for the past vear
will put the annual sales to*al at about
$27,500,000, sponsor estimates. This
includes the sale of smoking and chew-
ing tobaccos, snuff, cigars, and cigar-
ettes; sales show a marked increase
over the industry averages, compiled
by the U. S. Government from the sale
of excise stamps. Government compar-
isons of 1951 sales over 1950 yield an
industry average of plus 5.41% for
cigarettes; plus 3.55% for cigars; and
a drop of — 3.46% for smoking and
chewing tobaccos.
The U.S.T. increase in sales has led
to an increase in the advertising bud-
get, with the '51 budget set at approxi-
mately $2,250,000, about 12V 2 % great-
er than that of 1950. Of this budget,
85% of the money is ear-marked for
radio and TV, with the company using
network radio and TV, AM spot pro-
grams in special markets, and a two-
month spot TV announcement cam-
paign last summer (on the same 62 sta-
tions which carry the Martin Kane
show).
The greater part of the budget goes
for the Martin Kane shows, with the
1951 AM time total set at $511,730,
and a production cost of approximate-
ly $182,000, for a 52-week broadcast
schedule each Sunday over NBC (4:30
p.m. E.S.T.). The estimated costs for
the TV time and talent are $797,385
for time and $540,000 for production.
1941
1946
U.S. TOBACCO SALES
21
SPONSOR
mb%tu
Ic
•\*
♦
MARTIN KANE AM-TV SHOWS GET BULK OF AD BUDGET. LATEST PRODUCT BEING PUSHED IS SANO, DENICOTINIZED CIGARETTE
19
49 19
50 195iy
Millions
27
26
25
24
23
22
21
20
19
18
Since the TV program took a seven-
week hiatus last summer, these costs
are for 45 weeks. (There was no radio
hiatus.) Weekly, the AM production
nut is $3,500 and TV is $13,500.
The radio costs in 1951 were about
$132,000 less than in 1950 due to the
lowering of net rates, but this saving
was offset by a jump of $403,000 in
TV costs. During the past two years,
U.S.T. has not advertised in maga-
zines, and the newspaper space has
been negligible, amounting to only an
estimated $54,000 annually. Farm
newspaper advertising for Model was
$90,000 during the past year.
25 FEBRUARY 1952
These figures do not include outdoor
advertising, which the company par-
ticipates in for its number one snuff
product, Copenhagen, nor do they in-
clude the 20 across-the-board 15-min-
ute broadcasts for snuff products in
Southern markets, or the two-month
TV announcement campaign last sum-
mer. The remainder of the budget goes
for point-of-sale merchandising, direct
mail, posters, and displays.
The radio and TV expenditure ac-
counts most heavily for the financial
success of U.S.T. since the firm has
been on the air since 1933 with the ex-
( Please turn to page 88)
41
FIRST PRIZE: WIOU WORKED PROMOTION INNOVATIONS ON TRADITIONAL MIKE & IKE FEEDING CONTEST (SEE BOX RIGHT)
How Purina profited
bj farm station contest
Over 50 entries from outlets carrying
Ralston-Purina programs provide sponsor with
merchandising ideas, good will
JJJB^. Farm radio, to most of the
| air advertisers who use it, is
W simply a useful and result-
bringing advertising medium — period.
All too seldom do farm air sponsors
ask themselves questions like these:
"Am I helping to develop new farm
radio techniques?"
"How can I bring my dealers and
farm stations closer together?"
"What am I doing to build more
farm radio listening?"
If you were to put questions of this
sort to the average farm radio user,
chances are you'd get a blank look, and
a response that might be: "Why should
we concern ourselves? After all, that's
a station problem."
Nol so in the opinion of Gordon M.
Philpott, the tall Canadian-born adver-
tising director of one of farm radio's
pioneers, Ralston Purina Company.
SPONSOR
The "let-George-do-it"" attitude also
doesn't sit well with admen like Jack
Leach, executive of the Gardner agen-
cy. Ralston's ad counsel, or with Maur\
Malin. Chow advertising manager.
Bv concerning itself intensively with
what might seem purely a station prob-
lem. Ralston Purina has found that
there's a real pay-off in sales, promo-
tion ideas, and station good will. Clear
proof of this is to be found in the re-
sults of Ralston's "Purina Farm Radio
Promotion Contest.'' which wound up
recently in a blaze of che-kerboarded
glory.
The contest offered a handsome prize
list to stations doing outstanding pro-
motion jobs for Purina between 1 Oc-
tober and 15 December of last year.
Nearly 50 stations of all sizes vied for
prizes ranging from a snappy Plym-
outh station wagon to portable tape
recorders. Judging wasn't easy, either,
since there were at least 15 finalists.
In many ways, the contest was Ral-
ston's way of saying "thank you" to
farm radio. There's good reason for
gratitude on Ralston's part. For near-
ly 30 years, radio has sold countless
red-and-white sacks of the farm feeds
known to Ralston customers as
"chows." Today, Ralston is itself
thoroughly sold on farm radio.
The giant feed -and -cereal firm
spends about 50% of a $1,500,000
Purina ad budget in a long and varied
list of farm programs on nearly 500
radio stations. Results from these
shows can be summarized bv the fact
that Ralston Purina is far and away
the biggest thing in the U. S. farm feed
industry. Ralston actually has long
played the interesting role of a sponsor
who is one of radio's biggest boosters.
For instance, two season* ago in a
speech before a group of farm radio
directors in Chicago, Gordon Philpott
stated :
"I believe radio executives are just
starting to wake up to their most im-
portant asset, their most potent hedge
against television — the farm audience."
Ralston does a great deal on its own
to "wake up" radiomen to the poten-
tialities of farm radio, and the "Purina
Farm Radio Promotion Contest" is
just the latest example.
Take the matter of "station rela-
tions." Ralston, not content to be in
contact with its long list of farm sta-
tions purely by the normal agency
timebuying channels, has a new tech-
nique. On the Ralston agency's pay-
roll as a specialist in farm radio is
easy-going Marshall Smith, formerly
assistant farm director of Tulsa's
KVOO. Smith is constantly on the go,
swapping stories with farmers, Purina
dealers, and farm broadcasters.
Said the farm director of a big Mid-
western station to sponsor: "I don't
feel that I'm talking to a big agency-
man when I talk to Marshall Smith.
He's the kind of guy who talks my lan-
guage, and knows my problems."
Ralston also works closely with the
International Association of Radio
Farm Directors, often has one or more
of its executives or agencymen sitting-
in at IARFD meetings and conven-
Winil 1si P rSzt * campaign
TflUU teas varl-Savvte€l
All IflOi promotion for Purina was
built aroiui/l " !///,<■ <V Ike" jiiii-jeed-
ing contest . The buildup included:
1 Banquet for Purina dealers
2 Dealer meeting broadcasts
3 Outdoor signs
4 Mailing to dealers
5 Personal calls on dealers
G Pigs loured in district
7 On-the-air announcements
H Newspaper advertising
9 Tapes of pig contests
I© Pet contest for kids
tions. The theory behind this — and it
sesms to work — is that farm radio cli-
ents and broadcasters should meet as
often as possible to discuss problems.
Through such efforts, Ralston has
achieved a sort of folksy, friendly re-
lationship that's rare in broadcast ad-
vertising.
The warm feeling that most farm
broadcasters have for Ralston Purina
is, in large part, the reason for the
general excellence of the entries sub-
mitted in the firm's radio promotion
contest.
[Please turn to page 91 )
SECOND PRIZE TJE: WEAM SPECIALIZED IN POSTERS, STUNTS; WFBM RAN A PIG GIVEAWAY WITH AID OF ITS TV OUTLET
<**"*
<*>**
the TV program that is changing the habits of the naticit
20/000 mail requests from an advertiser's announcement at 8:20 AM
in the morning . . . and among these requests to Dave Garroway for a
free issue of Kiplinger's "Changing Times," thousands of statements that
people are actually changing their living habits to watch "Today."
>Mk
1
im >*-*
"Yon ccrtaitilji started the day in tins household with a smile . . ."
CHESTER, NEW HAMPSHIRE
today
/ r1,,r to the TV . . . to dress, of all
ts. in the dining room! . . ."
BROOKLYN, N. Y.
"Enjoying firsthand news neglecting
the wash! It's worth it! . . ."
WALLASTON, MASS.
H pleasantest and most interesting
k*r-upper' I've ever seen . . ."
EASTON PENNSYLVANIA
"glued to my TV set-as I have coffe<
on the floor . . ."
NEW YORK, N. Y.
■•/'/ folks, 7 ', yt ins . . . just eon-
ers on a farm . . . we'll be there each A.M."
SOUTH LINCOLN, MASS.
"TODAY" IS NETWORK TELEVISION FOR A SONG
MARKETS are reached on a national scale, ivith JO
stations already taking the show live.
RESULTS start the day your first commercial hits
the air and is seen by the entire family,
before the shopping day begins.
PRICES start as loir as $2,200 for time and talent.
television
CHINCHILLA FARM
STORM WINDOWS
SPONSOR: K. .1. Donovan tGENCi : Man Lam
1 \PM 1 1 CASE HISTORY : Donovan, a chinchilla breed-
er. sponsors Fur Fun, a IS-minute once weekly program.
His aim: to increase sales of chinchillas for breeding pur-
poses. 11 hen his program started i $ 122.50 a show I Dono-
tan had tWO retail outlets. After nine shows Donovan
opened seven ueii stores to take care of increased busi-
ness; sold 72 pairs of chinchillas at an average price of
$1,000 a pair: had more than 1.000 sales leads.
KNXT, Hollywood PROGRAM: Fui Fun
SPONSOR: Sell Ur-Sell VGNECi : Direct
CAPS! II. CASE HISTORY : The product, comparatively
high priced, is storm windows (average sale $250 I . Con-
stantly seeking new customers, Sell-Ur-Self runs one-to- J
three-minute live product and installation demonstrations, i
In four months on TV , $900 tveekly, sponsor increased j
sales 600' | over and above his pre-WATV mark. Further,
this \utley, N. J., firm, because of continued sales in-
creases, has quadrupled its original sales staff.
\\ \T\. Newark PROGRAM, Feature Films
CHILDREN'S PAJAMAS
TV
results
SPONSOR: D. H. Holmes Ltd. \(,K\0 : Din, i
CAPSULE CASE HISTORY: D. H. Holmes promotes a
variety of "specials" and sales items through TV. Dur-
ing a recent Sunday night sponsorship of Kiernan's
Kaleidoscope, Holmes mentioned children's cotton paja-
mas at $1.29 a pair. The next day Holmes sold out its ,
original stock of 50 dozen and had to turn customers away
until they could reorder. This meant a minimum sales \
gross of $774 for one of many items sold on the $160 •
weekly show.
WDSU-TV, New Orleans PROGRAM: Kiernan's Kaleidoscope | ,
TREE OFFER
COOKIES
SPONSOR: Dishmastei Dealer AGENCY: Direct
CAPSULE CASE HISTORY: The local Dishmaster dealer
wanted to spur sales by means of home demonstrations.
To achieve this, an announcement on Cactus Pete, a chil-
dren's show, mentioned a free gift for the kids. The stipu-
lation: mothers permit a home demonstration of the ap-
pliance. The first two announcements, $67.50 each,
brought 204 requests for the gift. For Dishmaster sales-
men it meant 204 leads, potential sales.
\\! WD. Dayton PROGRAM: Cactus Pete
SPONSOR: Bowman Biscuit Co. AGENCY: Ball & Davidson!
CAPSULE CASE HISTORY: Bowman utilized a series of\
live two minute participations to sell its May fair cookies*
in the Ft. Worth-Dallas area. Cost: $50 per participation.
In a few months, more cookies have been sold than ever
before in a comparable period. J. J. Sanders, Bowman
vice president, adds: "Television s impact can be mea-
sured by the many grocers who have commented that cus-
tomers say 7 saw it on television and it looked so good.' I
WBAP-TV, Ft. Worth PROGRAMS: What's Cooking Al
and Playtime
REVERAGES
RECIPE BOOKLET
SPONSOR: Beverages By Hammer VGENCY: Ted Bernstein
• M'-l II 1 W HISTORY: Hammers once-weekly par-
ticipation on the Ted Steele Show combines a live pitch by
Steele with a 30-second film showing its bottling of bev-
erages. Sales stimulant at the close of commercials is the
mention of a different Hammer distributor each time. As
a result of Hammer s $150 expenditure, the agency says
L951 sales are up 1.")',' over L950 and individual distribu-
tors report marled increases after TV mentions.
WI'IX. New York PROGRAM: Ted Steele Show
SPONSOR: Borden Co. VGENCi : Young & Rubied
1 VPS1 I 1 1 VSE HISTORY: Borden's Eagle Brand con\ \
densed milk recently spotted a 35-second commercial on'- 1
Treasury Men in Action, the weekly Borden's Instant Com 1
fee show on NBC-TV. Eagle's aim : to feature a Border I
developed recipe, magic chocolate truffles; offer a cop\ 1
of Eagle Brand Magic Recipes. Thus it hoped to stimulati
condensed milk usage. As a result of the recipe boot 1
mention. Borden's pulled over <S,000 requests in the first 1
</u\ 's mail.
NBC-TV, N.u York PROGRAM: Treasur) Men in \ctio
MAY WE QUOTE YOU?
This is the question which three members
of the Delaware Press ask prominent
Delawareans when they appear before
WDEL-TV's cameras, Thursdays at
10:30 P.M. This program — interesting,
stimulating, provocative — is Delaware's
own press conference now in its second
year. Recent guests, some of whom are
pictured, include Delaware's Senators
and Congressman, City and State
Officials, community leaders. "May We
Quote You?" is one of many programs
presented by WDEL-TV as a service
to its viewers.
WDEL-TV
Wilmington, Delaware
Represented by
ROBERT MEEKER ASSOCIATES
Delaware P. T. /
New York • Los Angeles
25 FEBRUARY 1952
I magic names
Female Vocalist
1
bme Dance Band
■I
gram of popular music staged in
Club Rendezvous.
This 15-minute, 5-time-a-week
show, complete with voice tracks by
Patti and Ray, is smashing all
records — IT'S MAGIC!
.
He amir sub...
11 hat has radio done to Improve its programing
structure and thinking to meet eompetition?
ing, Marketing
The
picked panel
answers
Mr. Yoell
"Extra! Extra!
Extra!." is the
familiar chant of
the newsbo) who
has a hot edition
on his hands, and
I believe "extra"
is the key to the
thinking in
day's radio
Mr. Reeg ket. Extra mer-
chandising vali
are asked for by clients and ad agen-
cies in a bid to tie the entertainment
program to the market shelf.
An example of this is the ABC
Sammy Kaye Sunday Serenade pro-
gram which has been on a weekly re-
mote origination tour, making appear-
ances in Sylvania dealer cities. The
extras to the sponsor in this case ac-
crue to him in the form of better deal-
er home office relations, local dealer
prestige, etc.
Extra program value is necessary to
stay competitive today. The growth
of TV in the country's major markets
has forced a sharing of the broadcast-
ing ear and eye. The present jittery
state of world affairs has fed startling
headlines into newspapers, kept read-
ership high, and attracted new advertis-
ing dollars. To meet this situation we
have programed the extra of name
value. Case in point tin new Marlene
Dietrich show, Cafe Istanbul. The pub-
licity campaign that is building, after
being on the air onlj -i\ wick-, based
on the glamour of this amazing per-
sonality, is an extra that an advertiser
would ordinarily pay many, many dol-
lars to capture.
The third extra I'd like to mention
is in the program idea department.
ABC has been represented by such pro-
graming as The Greatest Story Ever
Told and Stop The Music. We are try-
ing to inject the kind of impact repre-
sented by these programs into our cur-
rent thinking in the field of news and
special events and in fashioning prop-
erties geared to seasonal and short
term, special interest advertisers.
Father Day's panacea for all of his
problems, "give them more of the
same," cannot apply any more to radio
thinking. We've got to have the an-
swer when, after listening carefully to
a program pitch, the client says,
"That's fine, but what else can you do
for me?" ABC's answer is "Extra!
Extra! Extra!"
Leonard Reeg
Vice President in charge
of Radio Programs
ABC
New York
What a question!
Who says radio
is in a position
where it has to
improve to meet
competition?
I wouldn't at-
tempt to speak
for all radio, but
here at WNEW
we feel we're fol-
lowing pretty
much the same pattern established a
long time before there was any televi-
sion — and we have been winning wider
acceptance, year after year! Righl
now. four years after television imad-
50
ed New York, we have a larger listen-
ing public than ever before!
Would it not be more appropriate
ynd fruitful to ask the TV boys what
they can do to improve their product,
to meet the competition of radio? Af-
ter all, radio is solidly established in
95.6% of the American homes. Tele-
vision thus far has offered little more
than a visual version of a good portion
of the staples of network-type radio.
Once the novelty of having a new TV
set has worn off, people would just as
soon go back to radio for those sta-
ples, and be left free to do all the
things they were able to do while lis-
tening to their radio.
Basically, television has offered
nothing so far to compete with radio
as a prime medium of information and
easy-listening entertainment. In this
day and age where time for most of us
is at a premium, people turn more and
more to radio, the medium which does
not compel them to focus attention in
order to get the news, or to be enter-
tained while they go about their daily
tasks — whether those are performed in
the home, at office or factory, or even
while they are driving. By program-
ing with an acute awareness of, and
interest in, this type of audience,
WNEW has increased its following.
Something else that radio has been
doing in recent years that is frequently
overlooked, is its honest effort to knock
down the artificial standards whereby
we were always supposed to plaj down
to the audience. I don't think the
"competition" has gone along with
newei trend of esteem for the audi-
ence. Much of the competition's pro-
graming would seem to indicate that
the) have even knocked a couple of
years off the imaginary "13-year-oM
average radio listener" that we used
SPONSOR
Mr. Wailes
to hoar so much about. Radio, on the
other hand, has constantly initiated
adult programing ideas with success-
ful results.
One of the most significant sign-
post- that the shoe should be on the
other foot, is the steady march recently
of sponsors, out of television, and back
to radio!
Bill Kaland
Program Director
WNEW
New York
The question re-
minds me of that
old bromide,
"Have you stop-
ped heating your
wife?" You start
from the premise
that radio pro-
g r a m i n g and
thinking has been
either inferior or
erroneous. I do
not agree with that opinion.
Radio programs, as with everything
else, can be judged only by viewing
them in the light of their contemporary
times. Does a beard improve the ap-
pearance of a male? Only during those
times when beards are being worn. Are
the poodle and horse-tail hair-styles im-
provements? They are in the minds of
those wearing them. So with radio.
Radio, being the most flexible of all
advertising media, is always in tune
with the times. This may sound like
a bold statement. It is intended to be.
Broadcasts featuring John McCor-
mick and Lucrezia Borgia were fine pro-
grams in 1926 — a time when many of
today's self-appointed critics were too
small to reach the earphones. Ezio
Pinza and Lily Pons thrill today's au-
diences, often with the identical songs
sung earlier. The Rose Bowl broad-
cast in 1927 was no less exciting be-
cause it occurred a quarter of a cen-
tury ago.
Radio is. and has been from the very
beginning, the medium of the people.
Unhampered by "tradition," and un-
fettered by a vision to formulate opin-
ion, radio, through its programs, edu-
cates, informs and entertains. When
the public indicated a program pref-
erence, schedules were changed to con-
form to the listeners' wishes.
Today many think of radio in terms
of news and music. But the first com-
(Please turn to page 95)
^Here's another sales-scoring "plus" for WDSU
sponsors. The latest PULSE and HOOPER both show
"Top Twenty At 1280" the most-listened-to late aft-
ernoon radio show in the New Orleans area. Put
your sales message on WDSU— and you'll reach
the vast "Billion Dollar New Orleans Market"!
25 FEBRUARY 1952.
Write, Wire
or Phone Your
JOHN BLAIR Man!
Pocket
J\}\ you ask of the cash that you carry is to carry you through the day . . .
I hit on CBS Radio, the pocket money of the average businessman ($30.15*) can do
much more. It delivers advertising to 27,400 actual listeners— 8,400 more than
on any other net /cork. (Based on average CBS Radio program, NRI, Nov. 4-10, 1951.)
Among costs of doing business today, the low cost of radio is in a column by itself . . .
and among networks, so is the low cost of CBS Radio.
The cost-per-thousand listeners on CBS Radio — $1.10 — is :>0 r /f less than on
any other network. And whether you compare it with Medium "B" (a certain daily)
or Medium "C" (a certain weekly) or with any other through Medium "Z" —
CBS Radio delivers more circulation for the money and more advertising attention.
Let your advertising talk where your customers listen most— on
The CBS Radio Network
This SPONSOR department features capsu
brort-.. ' ijvertiiing significance culled from
merits of the industry. Contributions t
If \iiu need an Arabian sheik in full
costume, a lad) magician, or an atomic
physicist for a radio or TV show, give-
awaj prizes for a quiz program, or an
aiti-i to design T\ sets, you might tr\
II. Roffman.
Free service offers bizarre personalities for rtidio and TV
who appeared on Public Prosecutor.
DuMont; Rose Mackenberg, a "ghost
detective" who dehunks phony spir-
itualists, who appeared on Mike and
Buff, CBS-TV; a deep-sea diver for
Happy Felton's Talk Back, ABC-radio.
Main purpose of the free service,
says Roffman. is to build good will for
his organization. Offices of Richard
H. Roffman Associates are at the Ho-
tel Sulgrave, 67th Street and Park Ave.,
N. Y. C. * * *
WTMJ-TV bentl-aml-slreleh
shoiv pulls viewers, sponsors
Early-morning exercise shows on
the radio started practically with the
advent of the medium. The Metropoli-
tan Life Insurance Company was spon-
soring such a program on WEAF.
New York, and two other eastern sta-
tions way back in 1925. Today — and
proving quite a natural for the visual
medium — similar programs are be-
ginning to turn up on TV.
One of the pioneers of a video bend-
and-stretch is the daily Figure Fun
program on WTMJ-TV, Milwaukee.
This quarter-hour show, aired at 9:15
a.m. and aimed at the women, started
in the fall of 1951, already boasts four
local sponsors I three single-day, one
twice-a-week) which means that it's
booked solid. Its sponsor-appeal, says
the station, comes from the fact that
Roffman's file includes Zulu artist's model
Roffman is the sultan of his own
public relations and publicity outfit in
New York. For the past seven years,
he has been offering a free service to
radio and TV and film producers from
coast to coast, filling requests and pro-
viding information. He maintains:
1. A file of 1,500 interesting and
unusual people in the arts, sciences,
professions, business, public affairs;
performing theatrical talents, practi-
tioners of varied hobbies and crafts,
members of ethnic groups. They are
available to appear in shows, take part
in forums, cooperate in tieups, testi-
monials, endorsements.
2. A file of product-, services, re-
sort and restaurant offerings available
for giveaway prizes.
3. A file of 1,500 free-lance artists,
photographers, graphic arts specialists,
industrial designers, decorators, archi-
tects, m.c.'s, others.
4. A general where-to-find service.
Among personalities Hoffman has
obtained have been Burton Turkus,
former prosecutor of Murder, Inc.,
54
the program must be closer) watched in
order to catch the various stream-lining
maneuvers, and the audience must be
therefore extremely wide-awake.
Figure Fun features Ginka Vogel, a
professional dancer who for a year
previous to this show, did weekly dance
acts on a WTMJ-TV variety show.
The reducing techniques and dance
routines she demonstrates take on ex-
tra sparkle from ideas and imagination
she puts into conducting routines. Plen-
tiful viewer mail has been demonstrat-
ing that the program is well received.
The Figure Fun idea first appealed
to the Stone O'Halloran, Inc. agency
of Milwaukee, which straightway came
up with sponsors across the board.
Adelman Laundry, Krambo Food
Stores, and Schwaben Hof Restaurant
are single-day sponsors, and a mens
clothing store — Friedman Stores for
Men — picks up the tab twice a week.
A men's store which sponsors a pro-
gram aimed chiefly at women is an
oddity, but Friedman Stores turns the
whole situation to its own advantage
with the slogan, "The Store for Men
Most Women Prefer.'' • • *
Advance promotion paves
"suniiij" path for Tartan
Tex and Jinx spearhead Tartan 1952 campaign
Though icy winds are still sweeping
across most of the country, Tartan
Suntan Lotion, which last year spent
about 50% of its $600,000 ad budget
in spot radio and TV, is currently an-
nouncing its summer selling season to
the entire drug trade, wholesale and
retail.
From sunny Bermuda, 70,000 post
cards with a full-color photo of "Tex
and Jinx" and sons on one side (see
photo) are going out to all prospec
live Tartan-stockers. On the card,
the NRC-TV family announces its over-
all role in Tartan 1952 advertising.
The) will be featured in Tartan maga-
zine ads for June and July, in subway >
SPONSOR
posters, point-of-sale displays in over |
10,000 drug store window-.
It is only in the summer that Mc-
Kesson & Robbins actively advertises
its suntan soother to consumers. I see
"Tartan's summer strate»\ : beaut] and
radio," sponsor 9 April 1951). Strat-
egv last vear was to display bathing
beauties on TV and in full-color maga-
zine ads (which took the other half of
the 1951 ad appropriation) as well as '
radio announcements over some 100
stations.
This year Tartan will have a record
ad budget, announces agency J. D.
Tarcher & Co. The 1952 summer sat-
uration job in spot radio using short,
fast copy correlated with weather re-
ports, will be launched in all major
cities in the country. In New York
alone, more than 2000 announcements
are scheduled. Also planned are par-
ticipations in programs of top radio
personalities, as well as TV spots in
selected key areas. * * *
Landsberg tells execs secret of KTLA s
Klaus Landsberg, general manager
of TV station KTLA, Hollywood, told
125 ad executives and timebuyers gath-
ered at New York's Metropolitan Club
on 1 February how his station garners
high ratings, builds local interest. The
key, he said, is all-out local promotion,
following lead set by aggressive theatre
managers who make their theatres a
center of community interest. Also
present were I in photo, back 1. to r. I
Fred C. Brokaw. exec, v.p., Paul H.
Raymer Co., I KTLA rep): Paul Rai-
bourn, president Paramount TV Pro-
ductions: Paul H. Raymer; Lands-
berg; Ralph E. McKinnie, TV sales
manager of Raymer.
To acquaint New York radio editors
with Beaver Brand frozen clam chow-
der's new participation schedule on
Carlton Fredericks' Living Should Be
I Please turn to page 80 I
25 FEBRUARY 1952
THE NEEDLE!
Vice Pres. Gen'l Mgr.
Associated Program Service 151 W. 46th, N. Y. 19
Renewing Contracts
We got a lot of response to an item
in the January issue of our subscriber
newsletter ("The Needle") on contract
renewals with local advertisers. Some
stations say we have given them an im-
portant change in their local time con-
tracts; others say we're 'way off. The
problem was this: how to avoid losing
those 52-week contract advertisers who,
when asked to sign a renewal, drop out
instead. It's a common problem and an
irritating one. Our solution is too long
for this short column; if you're inter-
ested write for a free copy of "The
Needle" . . . while they last. Then tell
us what you think!
Surprise!
We think our upcoming announce-
ment will be the biggest and most ex-
citing in radio library history. Watch
for it — and do nothing 'till you see us
at the NARTB convention!
New Calendar Pages
Second-quarter sheets for the APS
Merchandising-Programming Calendar
(April-May-June) will be released
shortly to all APS subscribers and
others who requested them. If you're a
non-subscriber, haven't written already,
and are using the first-quarter pages,
drop us a line and we'll send you the
next batch. Printed in quarters this is
probably most current calendar avail-
able.
Apologies to Sponsor
. . . for lifting an item right out of
its own pages for this column. Bob
Foreman wrote this in a review of the
Mario Lanza — Coca-Cola Show in Spon-
sor for January 28:
"After watching two second-rate
fighters swing at each other
through eight rounds, a fitting cli-
max to a dull evening of TV-ing,
it was a rare pleasure to he able
to hear the pictureless charm of
the Coca-Cola show featuring
Mario Lanza.
"In fact, it's often quite a relief
not to have to glue your eyes to
that small glass-fronted box, and
when you get good music in re-
turn for shutting the infernal ma-
chine off, you are doubly reward-
ed. Which is why it's my bet that
pleasant music will always be a
drawing card on radio — long after
TV has run radio drama, and ra-
dio comedy, as we know it, pretty
much into the ground. Commer-
cially, Coca-Cola's approach is
that of a leader who doesn't deign
to get into the ring with competi-
tors. No bounce, no energy story,
no nothing up till the middle
break which was a tone-poem of
no more than 30-seconds plugging
the drugstore soda fountain as a
good port these stormy days plus
a short plug for the Cokes on tap
there. The closing announcement
couldn't have run 25 seconds and
embarrassedly made the point
that Coca-Cola was everywhere.
"For a package product of low
cost and great frequency (of pur-
chase), Coca-Cola sure goes in the
opposite direction of most adver-
tisers. Since no one comes near
the product in sales and few half
hours on radio could be any more
enjoyable than the Lanza stanza
(especially for TV-refugees such
as I), I'd give 'em A all around."
More and more folks in the industry
—and in the audience — are reflecting
this attitude. Music alone seems to have
the ability to override even the fascina-
tion of the picture. From good music
comes sheer enjoyment that needs no
complement . . . and it's a wise program
manager who keeps his schedule filled
with the purest sounds of all — this very
music. You can't find it all in that pile
of free phonograph records, either!
Speaking of Phonograph Records
. . . did you know that broadcasters
in foreign lands pay a royalty for every
phonograph record they play? It aver-
ages about 25c per play . . . which is
why APS is such a well-liked feature
at stations in South Africa, Hong Kong
and other spots around the globe.
Suppose you had to pony up 25c for
every phonograph record you played
. . . every single time you played it?
How many of the discs you spun today
would you have paid for at that rate?
Considering that no such problem con-
fronts a library user . . . and remem-
bering that the average AI\S subscriber
has unlimited use of our 16-inch tran-
scriptions for less than 17c per month.
what would you do?
55
Take a Thrilling New
Adventure in Smooth
"SALE-ING"
in Arkansas Aboard
The BILL CREWS
SHOW
Here's a different D J who
keeps sales spinning for spon-
sors in this lucrative Young
America market.
KVLC's
New After-School
Air Waves Cruise
That Has Captured the
TEEN-ACE, Young Adult
Market!
From soft drinks to candy
bars, gadgets to cosmetics,
the BILL CREWS Show, tells
'em, sells 'em and keeps 'em
listening to KVLC. Perhaps
you'd like to join the CREWS
... 3 to 4 p.m. Mondays thru
Saturdays.
Phone, write or wire GLENN ROBERT-
SON, Manager, KVLC, for details and
RADIO
Q-
What's New in Research?
Which is better at presenting a characters "inner
thoughts- 9 — radio or TV?
How to let the audience in on a char- negative reaction to the use of a filter
acter's '"inner thoughts 7 ' (the modern mike. A minute-by-minute graph pro-
version of Shakespearean "asides") is file of the radio audience's reaction
frequently an important problem in showed, as the outstanding character-
dramatic programs on both AM and istic, that whenever a filter mike was
TV. But, as a recent Schwerin Re-
search Corporation study (reported ex-
clusively here) points up, over-use of
any one method of revealing thoughts
may well lead to its eventual unpopu-
larity in either medium.
In testing the effectiveness of radio
vs. TV in presenting "inner thoughts,"
Schwerin compared audience reactions
to both radio and video versions of approval.
used to indicate the heroine's thoughts,
the audience's liking for what they
were hearing dropped far down. In
the TV version, the filter mike was re-
placed by an offstage voice, which gave
the character's thoughts as she, lips not
moving, went about her stage business.
Audience reaction to TV "think" se-
quences showed no loss of audience
the same dramatic play. TV presenta-
tion of the opus got a higher liking
score than the radio version (although
the AM play was also well liked),
largely because of the radio audience's
According to Horace Schwerin, pres-
ident of the Schwerin Corporation,
"unrestricted use of the filter mike
technique is most probably the cause
of its lack of popularity."
TOP 10 NIELSEN-RATINCS, TV
(National ratings; two weeks ending 12 January 1952)
Number of TV Homes Reached* \ Per Cent of TV Homes Reached**
Rank Program Homes (000)
FUnk P opram Homes %
2 Texaco Star Tli.al.-r 7.362
4 Colpalc Comely Hour 6,999
6 Colgat,- 1 ....,.<!> Il..ur iH.7>
7 Show of Shows (Panic.).. 47.9
8 Yon Bel Your Life 47.4
9 Show of Shows (Camels).. 46.4
7 Show of -,„,„. II a.nel-) «.,<>! 7
8 Show of Shows (Panic.) 6,588
10 Rose Howl Football 6,076
*The Xielsen "X umber of homes reached"
provides a reliuhl. ■ w.» ni, ,,f the audience
actually delirerrd by each program's average
telecast. It is based on nit electronic mea-
surement of the performance of a virtually
**The Xielsen ''percent of homes reached"
gives a relati e measurement of the audience
obtained by each program in the particular
station areas where it was telecast — all TV
homes in tha.se station areas able to view the
telecast being taken as 100%.
MM. TeleQue merge TV ratings reports on West Coast
As of 1 February, American Re- since both organizations offered nearly
search Bureau of Washington, D. C. identical service for L.A. and San
and TeleQue service of Los Angeles Francisco, and both used the same
and San Francisco combined forces to methods of data-gathering — personal
issue joint monthly TV rating and au- viewer-diaries. Reports feature pro-
dience analysis reports for the two gram ratings, audience composition,
California cities. Field work and tab- and viewers-per-set for all stations in
ulation of the ARB-TeleQue reports both cities. An added feature of the
for Los Angeles and San Francisco is combined -.service will be cumulative
being handled by ARB. Coffin, Cooper rating figures on daytime programs.
& Clay, originators of TeleQue, will Both organizations will continue their
take care of distribution and servicing activities in market research on a sep-
of the new reports on the West Coast. arate basis. Merger pertains only to
The merger was almost a natural the regular monthly rating service.
SPONSOR
COMMUNITY RELATIONS:
THE DISTAFF SIDE
Industry must make friends within the family circle. Radio helps!
When a company makes friends of employees,
suppliers, union leaders, and local government
officials, it makes an effective start at good com-
munity relations.
But only a start!
It's vital to make friends with families. Wives,
especiallv. Mothers. Fathers. Sisters. Brothers
Children.
It's vital, for example, that the families of
a company's employees understand its aims,
policies, problems.
.And the way to reach the most families at the
lowest cost., in community relations as in sales
relations., is via radio. Radio is the longest-
reaching of local media. The most flexible. And
it has the largest audience — with more than
90 percent of homes radio-equipped, in almost
any given community.
In the Boston, Springfield, Philadelphia, Pitts-
burgh, Fort Wayne and Portland (Ore.) areas,
Westinghouse stations offer 32 years' experience
in helping industry make friends with its neigh-
bors. Their skill and facilities are at the call of
industrial management, advertising agencies and
public relations counselors.
WESTINGHOUSE RADIO STATIONS Inc
WBZ • WBZA • KYW . KDKA • WOWO • KEX • WBZ-TV
National Representatives, Free & Peters, except
for WBZ-TV; for WBZ-TV, NBC Spot Sales
25 FEBRUARY 1952
WHEN
TELEVISION
SELLS...
IN
SYRACUSE
Meet Dorothy Kelley Carr, new-
est WHEN personality. Mrs.
Carr, long active in Syracuse
civic and social affairs, is seen on
"YOUR TOWN," daily at 10:45
A.M. Her ready access to un-
limited sources of valuable pro-
gram material has made "YOUR
TOWN" a viewing must for
Central New Yorkers.
TO YOUR NEAREST KATZ
AGENCY MAN AND MAKE
"YOUR TOWN" YOUR
CHOICE IN SYRACUSE.
WHEN
I TELEVISION
ymem ,
CBS • ABC • DUMONT
A MEREDITH TV STATION
Jack Purves
buyer, N. W. Ayer & Son
Any sports writer, or sports fan for that matter, knows that the
travelling secretary of a major league baseball club has a job
fraught with king-size headaches. Keeping track of a ball club and
its accoutrements can easily lead to an ulcer, but the fact remains
that he only has one team to worry about.
If you want a real attack of migraine, try to imagine Jack Purves'
job, buying time for the Atlantic Refining Company's schedule.
Atlantic executives are convinced that men buy a major portion of
automotive petroleum products and their advertising budget reflects
this thinking.
Working with an assortment of co-sponsors, Atlantic's schedule of
radio advertising includes: Coverage of the Boston Red Sox, Phila-
delphia Athletics and Phillies, Pittsburgh Pirates, and New York
Yankees I outside New York City) during the baseball season; Sat-
urday afternoon broadcasting of top-notch college football games
(about 100 stations) ; Sunday afternoon coverage of the Cleve-
land Browns, Philadelphia Eagles, and Pittsburgh Steelers in the pro
loop; and a heavy news schedule in the South on a year-'round basis.
Television viewers are not overlooked. Atlantic catches the Sunday
stay-at-homes with telecasts of the Cleveland Browns, Pittsburgh
Steelers, and Philadelphia Eagles.
Jack was born in Philadelphia in 1913, attended Upper Derby
High School, and went to work in the Ayer file room in 1930. Ex-
cept for a 30-month grand tour of Europe (dressed in a popular
shade of khaki I Jack has been with the same agency, moving
through the space buyer ranks, and thence to New York when the
radio department was moved there in 1940.
He has been handling the timebuying activities of Atlantic's con-
stantly expanding advertising budget for the past five years. The
sponsor's entrance into TV did not represent too great a financial
strain. In the markets where Atlantic has co-sponsors on their sports
radio coverage they picked up an additional sponsor, thereby cutting
the frequency of their advertising without affecting the coverage.
Between the problems of minor league protection in baseball, the
NCAA fracas in college football, and the Federal lawsuit against the
pro football clubs, Jack has his hands full getting the coverage he
wants for the sponsor.
Jack and his wife live in Bronxville, N. Y.. most of the year and
have a summer place at South Hole. L. I. As to his skill with driver
and niblick, Jack says, "Let's not saj anything." * • *
SPONSOR
AGAIN...
^J^\on WMAQ
*•* that sells
the Midwest
Market
a*v
'^fr^>
Early in October 1951, Hotpoint, Inc., its Chicago distributor and one
of its leading Chicago dealers began sponsorship of JIM HURLBUT,
REPORTER-AT-LARGE, broadcast Mondays through Fridays at
11:00 p.m. over Station WMAQ.
In fact, Ken Brody, Chicago district manager of Hotpoint, Inc., says:
"/ am very glad to report that since its inception as a Hotpoint-sponsored pro-
gram, the Jim Hurlbut show has 'paid off.'
"Other dealers in the Chicago area thought so highly of the program that they,
too, requested permission to join the program as co-sponsors. The alert, up-to-
the-minute reporting of Jim Hurlbut has evidently made this program part
of Chicago.
"BASED ENTIRELY ON RESULTS, (WE) HAVE BEEN FORCED TO RE-
NEW OUR SPONSORSHIP OF THIS PROGRAM FOR AN EXTENDED
PERIOD/'
Station WMAQ, the master sales medium of the Middle West market, is ready to give
you the same kind of sales assistance. Your WMAQ or NBC Spot salesman has the
complete story.
NBC RADIO IN CHICAGO
25 FEBRUARY 1952
Radio
Commercials only
h } Bob
Foremen
An
Lnyone who has ever been in-
volved in the writing of radio copy
for a period of longer than three
weeks is sure to have been asked,
"Aren't there too many singing
commercials?" Since this question
usually follows your presentation
of a singing commercial — one into
which you have poured your soul
lyrically, musically, and financial-
ly, it is, at the very least, embar-
rassing. So with trembling hand
you lift the tonearm from the re-
cording, scratch the last three cuts
beyond repair, and say: "Err — !"
Actually, I think there is a very
good answer to this question. It's
a simple — "NO!" There will
never be too many singing com-
mercials. There may be too many
bad ones. There may be too many
done for products and on subjects
where singing is more of a detri-
ment than a help.
But where music is used cor-
rectly — that is to make an idea
listenable and memorable — a good
jingle is bound to get results. Ask
your client — "There aren't too
many pop tunes today, are there?"
It's true that many of them are
not very listenable or very mem-
orable, but there's always room for
another group on the Hit Parade.
Now, a jingle that covers all
bases is bound to be an important
adjunct to selling, and here's what
I mean by covering all bases. First
— subject: will singing create a
lack of confidence in the product?
Would a serious treatment of the
product be better? Will singing
60
make light of the product and cre-
ate a feeling that the advertiser
himself is not serious about what
he makes? Misplaced whimsey is
a bad way to sell. But — if your
answer is, "Music is in the mood,"
let's go on from there.
Should we use a tune in public
domain, or should we create our
own? The advantage of using a
p. d. tune is that, musically, it's
already established. You needn't
bridge that large chasm of bring-
ing your tune into familiarity,
making it recognizable, and thus
sticking to people.
Therefore, when you use a p. d.
tune for your jingle, the mind of
a listener accepts the music at once
and begins to assimilate the words
immediately. Since the words are^
your sales-message, you've accom-
plished your mission.
On the other hand, there is this
disadvantage to a p. d. tune. It is
not yours. Anyone else can use it.
Perhaps it's only because I'm
ornery, but I prefer a specially
created tune for a commercial jin-
gle. It must be simple enough so
that it rings fairly familiar at first
hearing. Certainly, it should be
the kind of tune that a listener with
two tin ears and rusted vocal
chords (such as myself) can re-
produce easily, quickly.
As for the lyric which teams up
with it — well, it's far too often
that this part of the jingle receives
the dirty end of the stick. A lot
of meaningless words go into it.
Or what's just as bad, theme lines
which sound ridiculous when made
lyrical are wedged into iambic,
thus giving the impression of a Gil-
ber and Sullivan satire.
If your message requires some
real hard straight sell, which mu-
sic cannot accommodate, music
may still be used. It may become
the lead-in to your copy — or the
tag that you leave the audience
with. Sandwiched in between is
your straight explanatory copy, re-
plete with punch lines, reason why.
So the answer is NO! There are
not too many jingles in radio — nor
will there ever be. There is always
room for another if it's done well.
commercial reviews
SPONSOR: I Pa I motive Crush less Shave
Cream; After Shave Lotion
agency: Ted Bates, New York City
program : | Recorded announcements
Within 59 seconds we get a perfect ex-
ample of the use of jingle-plus-hard-copy.
For its brushless shave cream, Palmolive
opens with a nicely arranged ditty that
does musical justice to the product's basic
theme line: "You get smoother, more com-
fortable shaves with Palmolive Brushless
Shave Cream." From this short jingle we
go into straight copy that reiterates the
theme line — then we repeat the jingle
again. Sound hard-selling straight copy is
framed by well-done music. As such, the I
music furthers the copy-story rather than [
fights it.
And here's a topper! There is a hitch-
hike on this minute announcement, giving
quick mention of the wisdom of using
Palmolive After Shave Lotion. Since it
follows Palmolive Shave Cream, it is a
good piece of related sell — at no extra cost.
SPONSOR: Dean Ross Piano Course
agency: Leonard Green & Assoc, N.Y.C.
PROGRAM: Stardust Time, WAAT,
Recorded announcements
Being as unmusical as King Tut, I've
always had a deep-rooted desire to sit
down one day at the piano and miracu-
lously rip through Rachmaninoff's Un-
finished Eighth, using both hands and my
feet as well. So far the gift hasn't smit-
SPONSOR
J
ten me, but a fellow by the name of Dean
Ross offered to make this possible for me
the other night over WAAT in Newark.
The Dean (or is it a first name) men-
tioned that for #1.98 he'd guarantee that
I would be playing with both hands the
same day the secret-method arrived. No
mention was made of my learning when
to push those pedals with my feet — but
shucks, you can't have everything. Yet
Dean Ross's Course did almost promise
the world since another horizon he pointed
to was that I'd be playing all 50 of the
songs he'd send with the course in no
time at all.
Now I've been pouring a king's ransom
into piano lessons for my two girls for
years now, and they still have trouble get-
ting through the Happy Farmer, I think
I'd better switch teachers.
The Dean's story was very convincingly
composed and delivered, and I dare say a
lot of people join up. The only reason
I'm not is that I was born a non-piano-
playing skeptic.
sponsor:
agency:
PROGRAM :
Lava Soap
The Biow Company, N.Y.C.
Participations, Welcome
Traveler, NBC
Perfect examples of the premise I just
expounded are the Lava Soap commercials.
There is never anything reluctant about
the Biow approach to copy.
Two announcers tell the Lava story in a
virile, convincing manner. The first an-
nouncer handles the "tough" copy on how
the product gets the deep-down dirt out.
He's the one who makes the most out of
the fine phrase, "hand-brush action."
The second announcer has a more mel-
lifluous voice and so he tops the first an-
nouncer each time with the fact that Lava
is also a gentle soap. His voice, too, shows
excellent casting, for the words and ideas
that he has been chosen to handle are pre-
sented with a gentler delivery.
Following this copy is the familiar
L-A-V-A chanted jingle — used here as a
tag as I mentioned before. There are no
lyrics on "hand-brush action" nor any tro-
chaic warbling about getting out ground-in
dirt. The preceding words take care of
this as only prose can — then at the close
of the commercial, Lava hits you right be-
tween the eyes with its well-established and
catchy identification. This is hard selling
copy that resorts to music only as a pay-
off; smart use of both techniques!
'*£<
How that seedling grew!
From 7,000 watts to 50,000!
JU rom the world's first battery less radio station
to the first most powerful independent station in
the British Corirmon wealth! From a handful of
listeners in 1927 to Canada's No. 1 Station in
Canada's No. 1 market . . . with the only CBS
affiliation in that market!
We are proud of this record. We are
grateful to all our friends
who have helped us make it!
Advertisers and public
alike! And on this our twenty-
fifth anniversary, we pledge
to keep CFRB "Canada's
No. 1 Station" . . . first for
service, information and
entertainment!
CELEBRATING A
QUARTER CENTURY OF BROADCASTING
CFRB
TORONTO
Representatives:
United States: Adam J. Young Jr., Incorporated
Canada: All-Canada Radio Facilities Limited
25 FEBRUARY 1952
Why WFBR is
BIG
in Baltimore
' /
This is the top morning
show in the Baltimore
area. It got that way by
offering what listeners
want . . . warmth and a
friendly spirit in the
morning, plus music, news,
weather .and birthdays
judiciously sprinkled
throughout.
The audience loyalty to
this show is something to
warm the cockles of a
sponsor's heart.
Ask your John Blair man
or contact any account
executive of . . .
KEPOIIT TO SPONSORS for 25 February 1952
(Continued from page 2)
On air 30 years, WOR finds
food firms bought most time
Picture page 38 this issue shows operations at WOR,
New York, as they were 30 years ago when station
first went on air. Station celebrated 30th anni-
versary 22 Febru ary, pored over records and found
f ood industry had been leading user of station in 3
decades. R. C. Maddux, v. p. charges of sales, told
SPONSOR next 4 major purchasers of WOR time have
been pharmaceuticals , toilet goods , confections ,
b everages . Oldest WOR sponsor is Dugan Brothers
bakery, on consistently for over 26 years . (Picture
referred to above runs with article on law that
shows must be labeled as transcribed. )
BAB gunning for more business
from mail order houses
BAB leadership hopes Sears, Roebuck sponsorship of
2 new Liberty Broadcasting System programs will be
just first step in cracking country's major mail-
order houses. Sears and Montgomery Ward are major
targets of AM promotion forces, anxious to crack
traditional resistance to radio . Sears had not used
radio nationally for 15 years prior to LBS purchase,
though some local stores had tried air with notable
success in terms of sales.
Merchandising tie-ins between stations,
food chains growing with WFIL Ltest
Trend toward tie-ins between radio stations and food
stores to give sponsors extra pus h at point-of-sale
continues, with latest to sign WFIL, Philadelphia,
and Food Fair Stores. Food chain has agreed to pro-
vide weekly shelf extender displays in all 35 Food
Fair markets in WFIL primary coverage area for prod-
ucts of WFIL advertisers. Sponsors must buy 3 par-
ticipations weekly in station's "Mary Jones" program
for minimum of 13 weeks to qualify.
Boxing gets highest average ratings
in TV, TelePulse finds
Highest-rated programing category in TV is boxin g,
according to Multi-Market TelePulse study of 2-8
January. Next highest is comedy-variety, followed
closely by Westerns and situation comedy. Average
rating of boxing was 22.5, with 8 quarter hours on
air; comedy-variety had 21.3, with 63 quarter hours;
Westerns 18.5 with 10 quarters hours; situation com-
edy 17.1 with 24 quarter hours. Lowest-rated pro -
graming catego r ies were religion (2.9) ; homemaking-
service (3.2); educational (3.9); United Nations
(4.4) ; sports news (4.4).
SPONSOR
VIEWER'S
VIEWPOINT
KPIX, for its overpowering effort to please! 7
. writes Mrs. Donald D. Poff,
425 Franklin Street
San Francisco, California
The "effort to please" has been characteristic
of KPIX, San Francisco's pioneer television
station, from its very first day.
It's a successful effort, too! Speaking for
thousands and thousands of viewers, Mrs. Poff
writes, "in staying close to Channel 5, I see
great humor, great drama, great stars, great
shows. As a housewife, I particularly enjoy the
variety of your daytime programs. In the eve-
ning, the rest of my family joins me on Channel
5. KPIX is tops!"
Such viewer-loyalty offers a special sponsor-
value worth looking into with your Katz man.
CHANNEL
Represented
FRANCISCO
and DUMONT
Agency
Networks
Katz
25 FEBRUARY 1952
61
AGENCY SALESMAN
[Continued from page 31)
representative can logically point up
advantages of one program over an-
other, or one time slot over another,
he'll have an interested and coopera-
tive listener.
As a traveling timehuyer for one of
the top 10 agencies told SPONSOR:
"When you discuss time clearance
with a station manager, you're on a
topic of importance just as great to
him as it is to you. He wants to clear
as much time as possible, too. There
arc am Dumber of arguments you can
present, but what the right ones are,
you won't know until you hear him
out — in his own office or across his
dinner table."
The following examples illustrating
specifically the success of the "per-
sonal touch" were culled from the ex-
periences of several agency represen-
tatives:
1. An objection to crime programs
in general, though not especially this
one, was keeping a client's show out
of a valuable one-station market. Con-
If you have a use for
you can SAVE up to 50'
of your present duplication costs
... and be SURE of
HIGHEST QUALITY REPRODUCTION!
For \/ RADIO
PROGRAMS
V SALES
TRAINING
\/ SERVICE
TRAINING
Our new Multi-Recorder equipment
enables us to produce as many as
120 half-hour programs per hour on
magnetic sound tape. Thus we can
quote you the lowest prices for sound
duplication ever offered in the indus-
try. Dual or single track duplication
— at any speed you specify. Prompt,
complete distribution service.
■MAIL THIS COUPON-.
To: MAGNETIC SOUND, INC., Dept. B — JEWETT BLDG.
□ Send full information on your tape duplication servio
□ Contact us at once; soon; _.
■ DES MOINES, IOWA
Nai
Address
City and State
vincing testimony from law enforce-
ment authorities was presented show-
ing the indispensable community serv-
ice inherent in this crime program.
2. One Midwestern station mana-
ger was shown that it would be better
programing to clear desired time for a
certain mystery program by moving a
variety show then in that spot to an-
other night. In its new position the
large and established audience of the
variety show could better benefit the
preceding local program.
3. Satisfactory kinescope time could
be had for a program at one station
only if a symphony program was
moved from the time slot. A discus-
sion of the relative merits of symphony
as compared to drama in this particu-
lar community — 'each has its own
place and time' — brought the neces-
sary change of schedule.
4. A comparison between the
agency's program and a competitive
one did the trick. With ratings of the
first month's telecasts to prove an au-
dience had been established and a
prospectus of future programs show-
ing guest stars, the clearance was
clinched.
The man or woman who is going to
accomplish results like these for the
agency must have all the qualifications
of a good will ambassador, combined
with a solid background in radio and/
or TV at the local level.
When Tom Slater, Ruthrauff & Ryan
vice president and associate director
of radio and TV, was ready for a va-
cation last summer, he and his family
toured the Southland, stopping for
business along the way. R&R had
been concerned about the number of
live stations in the ABC-TV line-up for
the Dodge-sponsored Showtime, U.S.A.
Slater would see if he could acquire
additional live outlets or at least im-
prove kine time. Here's how he de-
scribes his trip:
"I planned our route so we could
pass through Norfolk, Greensboro,
Charlotte, right on down the line of
TV markets and back through the in-
land states. I visited perhaps 25 or
30 station managers and talked to
them about all sorts of problems . . .
as an R&R v. p., as a guy who has had
many similar problems through the
years, and in some cases as 'old mike
buddies' from way back.
"They knew Dodge was on the air
with Showtime, and in most cases,
they had already been offered the pro-
SPONSOR
Somewhere West of I usi ace Tilley
or JYf€> i to ti 4'iiiiff 4>l Inturillo
Geography is one of the many things
we have a lot of around Amarillo.
About 25 years ago a fellow could
stand at the Santa Fe station, squint
his eyes, and see right into the next
week. Lately, though, all the irriga-
tion-fostered trees, the oil wells, and
grain elevators would get in his way.
If he was looking for business, he
wouldn't want to look much further
than our trading area anyhow.
Amarillo is a long way from every-
where, up on the high plains which
climb to the Rockies. Five other
state capitals are about as near as
Austin, the Texas capital. Eighty-
three counties in Texas, 3 in Colo-
rado, 16 in Oklahoma, 16 in New
Mexico, and 12 in Kansas are served
by Amarillo's network of highways
and railroads — 1.853,000 people in
an area of 166,875 square miles.
This is why Amarillo, the 158th mar-
ket in the U. S. in population, is
11th in retail sales per capita.
Amarillo is so far north of South
Texas (770 miles from Brownsville)
that we're sometimes called Yankees.
But it's close to the stuff an adver-
tiser looks for when he wants busi-
ness. The Panhandle, with the
world's largest wheat field, grows
85% of Texas' 35-million-bushel an-
10,000 watts
•
Represented
nationally
by the
L. Taylor Co.
nual wheat crop. It contains the
biggest natural gas field in the world,
the second biggest cattle ranch, and
more than 4,000 oil wells. ("Cattle
can't drink that stuff," said an out-
raged rancher when oil was found
on his land.)
KGNC's 10,000 watts cover our
vast trading area effectively. Last
year the Texas State Soil Conserva-
tion Board wanted to determine the
most effective means of getting
weather information to an area up to
80 miles from Amarillo. They found
out with their own survey. Radio got
96% of the vote — and 88% of the
96% said KGNC. When asked,
"What's your favorite farm pro-
gram?" 67% named KGNC pro-
grams; all other stations combined
got only 33%.
There's a story about a fellow from
Washington, D. C. who was riding
across a flat stretch of wind-blown
road with a Texas rancher. A color-
ful bird fluttered into, and out of,
sight. The Easterner asked what it
was. "Bird of paradise," his host
told him. There was a long pause,
then the visitor said, "Pretty far
from home, wasn't he?"
It isn't as far as it used to be.
And the gap is closing.
Aniarillo
NBC AFFILIATE
25 FEBRUARY 1952
-ram before. Managers have said to
me, 'Come on in, and \ou show me
where I can put your show and 1*11
cam it.' At one station 1 recall, live
time simpl) could not be cleared be-
< au-e of another commercial program
in the desired slot. There's no argu-
ment there. But the station schedule
-how cd a football game to be tele-
vised for the next couple of months.
It was a good guess that the holdover
audience from the foothall game would
be Large enough to warrant taking the
following half hour for a kinescope.
M\ examining station program logs
with station and commercial mana-
gers, in almost every desired market I
was able to work out satisfactory clear-
ance."
For several months. Lou Wechsler,
now with ABC-TV, visited station
managers as agency representative for
^ oung & Ruhicam. He was primarily
concerned with working out participa-
tion announcements in local TV shows
and a merchandising tie-in plan.
Others in Frank Coulter's radio \ TV
timebuying department are now travel-
ing around the nation to help with
network clearance difficulties.
Last June. Blatz Brewing and the
Weintraub agency made a 17-daj sales
tour of 15 cities by air to launch the
Amos & Andy show on CBS-TV. Dis-
cussions followed between stations
which would he offered the new Blatz
vehicle and agency executives Harry
Trenner, vice president of radio & TV.
Carlos Franco, general manager of ra-
dio & TV, Les Blumenthal, assistant to
Ca*u <fOi*. 04UU4. *>n*cA ca a cow?
IT'S OBVIOUS, ISN'T IT?
IT'S JUST AS OBVIOUS that KHMO is again the
most listened to station in Hannibaland* This is proved
by the June, 1951 Conlan Study of Listening Habits.
240,470 radio families live within the rich Hannibaland*
area. The majority of these families are rural . . . these are
the people who have most of the money and who buy the
most . . . these are the people who listen most to KHMO.
For proof that KHMO is your best buy in Hannibaland*
write, wire or phone KHMO or Pearson today.
* HANNIBALAND ... the rich 41 county area surrounding
Hannibal, Mo., Quincy, 111., and Keokuk, Iowa.
KHMO
5000 watts day
Representative
John E. Pearson Company
•
Mutual Network
Hannibal, Missouri
1000 watts at night
Carlos Franco, in charge of station
relations. Blumenthal told SPONSOR
how the agency added to the network
line-up:
"Working along with the net, each
of the 50 stations was personally con-
tacted. We treated each station much
the same as a salesman treats a tough
customer — with repeated visits, phone
calls, and regular reminders."
Many of the 50 stations which sub-
sequently cleared time for Amos &
Andy did so as a direct result of this
consistent sales effort, savs Blumen-
thal.
To delve deeper into station clear-
ance as a problem in itself, apart from
the overall station relations job, look
at the procedure followed when a po-
tential sponsor wants a network pro-
gram.
The television networks start the
line-up ball rolling themselves. But
unlike the radio nets, they do not "or-
der" stations to carry programs; they
"offer" them under terms of "agree-
ments" and hope for a high number
of availabilities. With four networks
competing against each other for time
in the 64 TV markets, and only 108
U. S. stations to go around, the net-
work can do little more than tally the
availability response. Affiliation is a
hollow term.
Either a station operator chooses to
carry a program as offered, will take
it kinescoped, or will not take it at all.
As one operator said: "I don't care
what network it is, if a program is
good, I'll carry it."
In some instances, a network will
use its good offices to convince a sta-
tion manager of the desirability of a
certain show, but usually the network
can't go out of its way to favor a par-
ticular client.
At one network the suggestion was
made that "agencies are in a better I
position to discuss clearance because
they're able to make special arrange-
ments and all kinds of deals." Though |
that attitude is not typical of network I
reaction to agency efforts, the remark
is not wholly unjustified.
There have been isolated instances
of sharp-shooter negotiations but they
are only a minute segment of the over- '
all picture.
One flagrant example is that of a
large-city station operator who was ,
offered — and refused — a gift of a new I
Cadillac if he would clear otherwise
unavailable time.
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National Representatives
JOHN BLAIR & CO.
" In one two-station market an ar-
rangement was worked out between
the two owners to swap half-hours.
An organization once offered to
clear time for a net program if spot
sales were used in other markets.
Some stations have been offered lo-
cal card rates to clear time for net
shows. One agency TV v.p. guessed
that perhaps ln r , of the agencies used
this device.
The majority of agency representa-
tives are using more ethical and far
more successful means. The comment
of Ruth Jones, Benton & Bowles, as-
sistant media director for Procter &
Gamble, is more representative of the
industry approach: "I have always
been very careful in my dealings with
station people never to exert any sort
of pressure. There are enough ways
to work out clearance without wield-
ing an axe."
For the most part it is obvious why
national advertisers are anxious to get
complete market coverage. Jean Car-
roll, timebuyer at Sullivan, Stauffer,
Colwell & Bayles, points out that Spei-
del, for example (What's My Name,
CBS-TV), must be represented in cer-
tain markets, because the company
uses no other advertising medium
there. If, after Speidel distributors put
their product on local shelves, a sta-
tion decides for any reason to drop
the program, those prior jobbers' or-
ders and sales are as good as negated. '
Not all the agencies feel the urgency
of the clearance problem. Charles M.
Wilds, chief timebuyer for N. W. Ayer,
told sponsor: "When we feel the situ-
ation demands it, we'll send our time-
buyers out regularly to clear TV sta-
tion time."
On the other hand, The Biow Com-
pany's vice president in charge of
radio & TV, Terence C. Clyne, has just
returned from a station tour. He
told sponsor: "Any agency which is not
sending men out is behind the pack."
In those instances where agency rep-
resentatives have not been able to se-
cure clearances, sincere efforts at un-
derstanding a mutual problem have
resulted at least in better station rela-
tions. Then, too, more than one sta-
tion has been secured months after the
agency man had returned to his of-
li< r. Inii kept interest alive by phone.
Cecil & Presbrey's chief radio & TV
timebuyer, Herb Gruber, wails he'd
never want to come face to face with
the phone bill the month he was call-
SEVEN TIPS
on how to clear stations
Amid pressure tactics — more can
Jj lie ticromplishrd with a sincere,
lj the program is already estab-
q lished, have a complete rating his-
Be prepared to discuss competitive
^ programs and know their iveak-
Be prepared to study program logs
with an eye to creating availabili-
ties by suggesting lineup changes.
The agency representative should
* be a man or woman who has a
wide background in radio and/or
TV at local level.
ing San Francisco, Seattle, and Albu-
querque, three times a day to improve
kinescope time. One of the shows
for which Gruber has traveled is Block
Drug's Danger, carried by 26 CBS-
TV stations, 21 of them live. Why so
limited a network? Gruber explains:
"Block is another sponsor who re-
fuses to take any more kine time. The
company is turning down class "A"
time unless it is live. I expect to make
another station tour shortly to add
more live stations to our net." * * *
MEN, MONEY, MOTIVES
I Continued from page 6)
Students of TV-in-politics will cer-
tainly take note of the basic blunder of
the Bandwagon's stage management.
By accepting the Garden immediately
following a prize fight, and with that
arrangement of seats, the auspices fa-
tally hampered their performance. The
ring faces four ways. Half the audi-
ence is always looking at backs. Then
there is the awkwardness of entering
and leaving the ring by a single ramp
so that congestion and bottleneck were
constant. There being no wings in
which to wait, the various stagemana-
gers and rotating m.c.'s were always
in view, adding to the milling mob that
glutted aisles and ring and destroyed
showmanship. The three orchestras
could not always make out the wig-wag
signals in such a throng. Hence many
missed cues. Speeches were drowned
out b\ music and then when music was
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25 FEBRUARY 1952 69
.In.-, aa when Ethel Merman
-in-, it was two minutes Late.
The Mummers street orchestra from
Philadelphia waited interminably. Fi-
nalK it serpentined through the mob.
an exquisite fire hazard, as it seemed
to us. with si\-foot plumage strapped
to their waists. The cowboj orchestra
chose this time to blare forth, submerg-
ing the Mummers Music. Later when
a college boy started to orate he was
smothered by the bugle.
\ collection of big stars including
Humphrey Bogart. Lauren Bacall,
llcnix Fonda, came to the ring. They
were promptly obscured from view.
pushed around and lost in a parade of
youthful precinct captains dumping
dollar lulls in a tub. Clark Gable, who
displayed imposing mike presence,
seemed about to say something con-
cerning Eisenhower, at that point a
crying need of the rally. Instead he
merely introduced Irving Berlin who
sang in his deplorable voice his cam-
paign song, vou guessed it, "I Like
Ike." Berlin's boff line is "Even Harry
Truman likes Ike!" Is that a reason?
* * *
None of these critical comments on
the showmanship of television politi-
cal rallies is intended to disparage the
g I general. The questions here
raised concern ways and means — are
matters of faith or doubt in catch-
phrases, numbers, chants, visuality and
star dust on a platform facing four
wax s.
* * *
In the end there was no escaping the
necessity of stating why Eisenhower
should be president. Good advertising
demanded no less than that. But the
rally closed at one a.m. with a few
rambling remarks by Senator Lodge.
He, too, forgot to include the reason-
why.
* * *
In short, the rally was a beautiful
advertising layout — with the sell
omitted. -k -k -k
THIS RICH MARKET
Radio delivers MORE sets-in-use in the South
Bend market than before TV! . . . Hooper Ser-
veys for Oct.-Nov. 1951 compared with Oet.-
Nov. 1945 prove it. Morning up 6.8, afternoon
up 8.0 and evening up 4.4. Television is still
insignificant here because no consistently sat-
isfactory TV signal reaches South Bend. Don't
sell this rich market short. Wrap it up with
WSBT radio.
30 Years on the Air
YOUNG TIMEBUYERS
(Continued from page 36)
group will be that you're not attempt-
ing to build up your broadcast adver-
tising billing, but, in most instances,
where the budget is large enough to
spread among several media, you will
find yourself with the required amount
of money for a real broadcasting cam-
paign.
On the other hand — don't recom-
mend so heavy a starting schedule that
the advertiser would not have enough
money to stretch it across the country
on a similar basis. (Oh, the night-
mares in reaching that happy medi-
um! )
Not enough people in the over-;
advertising business have some broat
casting background, and as a ]
you are so often asked to do the im-
possible. You must, therefore, be ti
less — and smiling — in your education-
al efforts. The unknowing will phone
you or clash madly in and say "Let me
have a plan within an hour for a cam-
paign on the 20 best radio stations in
the U.S." Yes, it happens regularly.
An over-all tentative plan can be ;
pulled together in a hurry, but it will I
not list the specific radio stations. '
(You must explain about availabili-
ties and adjacencies and competition.)
It will not list the price per spot. (You
must explain how the costs vary with '
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IN THE LAND
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NO. 1
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It's eas y. At 8:15 each morning Rog Miller and Ed Jason (backed by
three Phone Operators) say —
"Good morning ladies, your Party Line
is open for the next 30 minutes. Phone us the News — your Club Meet-
ings, Church and School Affairs, Bake and Rummage Sales, Lost & Found
items. Need a baby sitter? Handy-man? Any household problem need
solving? One of our gals will jot down your message — pass it over the
table to us and we'll immediately toss it on the air. So send us those phone
calls, or cards and letters. Glad to be of service! "
And what a beautiful Service PARTY LINE has become the past three
years. We carry six participating announcements daily which the boys "kick
around". Maybe next year there'll be an opening!
Wisconsin's most show -full station
Green Bay
HAYDN R. EVANS, Gen. Mgr.
Represented By WEED & COMPANY
25 FEBRUARY 1952
5000 WATTS
%*3-»r
T
WAVE-TV
* in KENTUCKY
touts
(According to scientific survey
made by Dr. Raymond A. Kemper,
Head of the Psychological Services
Center. University of Louisville.
in WAVE-TV area. June. 1951 )
y,AVE
•"•JET***
WAVE-TV
CHANNft 5
NBC • ABC • DUMONT
LOWSVILll, KENTUCKY
Mtk^y FREE & PETERS, Inc.
Exclusive National Representative*
the hours of the day and the length of
the schedule and the stations used.) It
will not contain a promise of being
able to get positions immediately next
to the 25 top-rated shows. I Perhaps
that's not the audience you really want
for the product anyway.) Nor will
it show the cost-per-thousand listen-
ers. (Incidentally, this is the biggest
headache demand in the business — be-
cause it is so easy to get for printed
media and that is the only way the ac-
count man feels confident in himself
in selling the idea to the client. "Oh
yes, Buyer," the account man may say,
"while I'm in the meeting with the
client will you please send in a report
on what his competition is doing in
broadcasting so that I can convince
him it's the thing to do. . . . No, we
won't need you at the meeting.")
This account man soon learns that
the buyer cannot deliver to him the
material in the way he wants it. How-
ever, it's a long slow process, and peri-
odically he tries again. Fortunately,
there are many more account men who
either know how to present broadcast
advertising, or let the official radio-TV
department people do it for them.
And these are the ones whose billings
speak success for their clients.
You will sometimes be told you are
much too nice to the station and net-
work people, and you will sometimes
be asked to do things you feel are «
somewhat on the unethical side. How-
ever, this is not your company's usual
method of operation but regard it as a
request imposed on you by someone
within the organization or by the cli-
ent. Once you have the reputation
with the stations for this, it is very-
hard to live it down. Remember, you
as the buyer are the one who must live
with the people in the industry, and
the company that employs you assumes
that by your good judgment and tact-
ful operations you can achieve the
most desirable results for the client.
(And so very often the person who
has insisted that you "get tough" is
pleading with you shortly thereafter to
request a favor from the station you
treated so badly.)
Learn when to travel to achieve the
best results, and when to sta\ at your
desk. Once you have established a
reputation for yourself, the long-dis-
tance telephone can work miracles.
But get around often enough, and to
enough places that are important to
vour client, so that \ou have first-hand
knowledge of the markets and station
operations. Be sure your desk is so
well covered while you are away that
none of the clients will miss out on
anything. And always be where you
can be reached for a quick return or
jump to another town on short notice.
A buyer must be a complete self-
starter. You must know more about
your job and its requirements than
anyone else. It is doubtful if your
company will tell you that you should
go out and visit stations, or that you
should attend certain meetings, or
hand you the history of an account on
a silver platter. It is your business to
do these things on your own. How-
ever, you don't sit back in December
and figure out some reason for taking
a trip to Florida in February or
March! It would be nice, but things
just don't work that way.
Learn how often to accept luncheon
or other invitations, and pick up
check occasionally yourself in order
that you will not be obligating your
company or your client in any way.
(Even a woman buyer can learn how
to handle this gracefully.) Don't feel
that your entire department must be
invited every place you go or that each
must keep secret where he or she has
been. An exchange of information
suiting from general conversations can
be helpful on all accounts.
In your position as timebuyer you
are performing an important function
— for an important organization — for
important clients. And whether the
meetings are business or social, it is
important that you reflect this without
being stodgy or superior.
And believe me — timebuying is ex-
asperating, exhilarating, exhausting —
and fun ! * * *
HIGHBALLING WITH RADIO
{Continued from page 33)
"Let me give you a few examples (
bow this worked for us, why we feel s
enthusiastic about our radio salesmei
"Not long ago, there was a schedul
change on the Twentieth Century Lim
ited — one of the world's most famou:
trains — in Chicago. On short i
it was forced to leave about 15 minute
early. Well, we gave orders to New
York Central's Chicago air salesman,
Jim Conway, to plug the change in all
bis commercials. We backed this up
with last-minute newspaper ads. Jim
did such a good job that not a single '
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25 FEBRUARY 1952
f
Ua
YOUR
PRODUCT
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passenger missed the train, and there
wasn't a complaint. That's why all of
the local passenger agents along New
York Centra] keep in close contacl with
their local radio personality. If there's
any sudden emergencies — postponing
of trains, rescheduling and the like —
the) get in touch right away with the
radio outlet. This makes the railroad's
personnel, as well as the radio person-
alities, feel that they are indeed work-
ing in a common cause."
An example of how actual passenger
traffic was traced to the line's use of
local-level air personalities was cited
ilmsK to sponsor bj agencyman Frier:
"" Uthough New York Central is not
widel) known as an 'excursion' route.
we do run such trains, and we rel\
heavil) on radio to make them a suc-
cess. \nd. radio has done a good joh
for us in this res] ect.
"Last October, New York Central
ran a special fall-season excursion
train from Chicago to Niagara Falls.
The main job of telling people about
it fell to our morning show on WI5BM.
plus some newspapers, posters, and
handbills in the Chicago area. Actu-
ally there was only room for two com-
SOUTHWEST VIRGINIA'S Pia+te&l RADIO STATION
Tk*>* G\tSl
There's an extra puneh in your
advertising dollar on WDBJ! To
demonstrate, look at these Promo-
tion figures for the Fall Campaign
(Oct. 14-Dee. 31):
Newspaper Ad Lineage 25,746
Newspaper Publicity Lineage 5,070
Announcements and Trailers 2,505
Downtown Display Windows 13
Plus "Drug Briefs" and "Grocery Briefs"
monthly to the drug and grocery retail-
ers, dealer cards, letters, and miscellane-
ous services on specific special occasions!
For further information
Write WDBJ or Ask FREE & PETERS!
menials of about one-minute's length
each on the air. But when the train
pulled out on October 19th, it was a
sell-out. There were some 700 people
on board.
"NYC interviewed passengers on the
train," Frier added, "and discovered
that nearly 70% of them had been
"sold' by hearing of the excursion on
radio. One party of 30 people had
heard of it in Milwaukee, which we
couldn't have reached any other way
except by radio, since no newspapers
were used in that city to plug the ex-
cursion. Most of the passengers were
probabl) "new business,' too. Half
of them were 30 years old or younger.
Now, we're planning similar air cam-
paigns for future excursions, and are
sure they'll be a comparable success.' T
Since New York Central, longest
(10,700 miles of road) Eastern rail-
road and second nationally in traffic
volume, uses a wide variety of other
ad media — ranging from magazines
and newspapers to outdoor posters and
carcards — radio results are often hard
to trace. One good measure of radio's
ability is the results achieved by New
York Central in pulling mail in com-
petition with the other media.
Admanager Jim Webster described
for sponsor what happened when ra-
dio got into the act of offering free
travel literature, long a "standard" in
any railroad's bag of promotional
tricks.
"In 1951, radio was a big factor in
distributing New York Central's "Year-
'Round-Travel Guide," a folder that's
full of vacation suggestions and which
describes the line's passenger services.
Each of our morning radio shows gave
the folder about three or four mentions
over the period of a week. At the same
time, we ran couponed ads in travel
magazines like Holiday and the Na-
tional Geographic, and in teacher's
publications.
"Radio had several disadvantages in
comparing results. For one thing, since i
all our local shows are aired during the
'breakfast hour' of about 7:00 a.m. to
8:15 a.m. in our radio markets, there s
no coupon that can be clipped at lei-
sure. \ listener has to put down his ;
coffee cup, grab a pencil, and write
down the address right then and there. I
"However, out of a total of some I
30.000 requests for the travel guide,
radio was responsible for pulling in
about 5,500— or about 20 r ; . Radio's
cost-per-inquir) was quite comparable
SPONSOR
25 FEBRUARY 1952
KWK RINGS
THE CASH REGISTER
Regardless of the media,
advertising is bought
to move merchandise off
the retailer's shelves.
When a local advertiser
buys advertising, he knows
immediately whether or
not his advertising is
moving that merchandise.
The over-whelming
advantage that KWK
enjoys in the local
advertising field certainly
indicates that KWK
advertising DOES SELL
merchandise!
And, that's one reason so
many National Advertisers
use KWK year- after- year!
H*pA*4** t ta tiv
1U KATZ AGENCY
with the several media in which we
made the offer, despite the handicaps."
In discussing the methods used by
New York Central in using radio along
its main line, which ties together the
two greatest cities in America and
which passes through several of the
biggest passenger markets, one fact
emerged clearly, sponsor received the
impression that the keystone of the
railroad's success with radio lies in the
hag of tricks used to "personalize" the
local-level commercial approach. For
the henefit of other railroad admen,
and for skeptics who feel it can't be
done at all, here's how it works.
The primary secret is composed of
two factors:
1. Buying the right show. This in-
volves a good knowledge of radio time-
buying on the part of both agency and
client, and in New York Central's case,
the willingness of the railroad to learn
from results.
2. Aiming the commercials at a
"local" market. Again, agency tech-
nique and client experience are teamed
for a long-haul operation that involves
considerable (but worthwhile) effort.
Picking the shows to do the job for
New York Central, something that calls
for a bigger-than-average decision by
both client and agency since NYC is
no "in-and-out" advertiser, is the logi-
cal development of everything the line
has done so far on the air in the past ,
six years.
New York Central, the railroading
giant that has grown from Commo-
dore Cornelius Vanderbilt's far-sighted
mergers in the 1860s, came to air
advertising 17 April 1946 with a local
WHK, Cleveland show, Union Termi-
nal Today. This was a time of great
stresses and strains for the NYC's rail-
roading empire.
In 1946 — first big postwar year of
railroading — because of falling reve-
nues, labor and expansion problems,
and other headaches, NYC wound up
with a $10,000,000 deficit in its net in-
come figures. In 1947, New York Cen-
tral officials knew that its financial sal-
vation had to come, in large part, from
stepped-up passenger traffic. This, in
turn, was going to come from stepped-
up advertising and merchandising.
This was to include radio, since the
Cleveland test had drawn a good local
response.
Accordingly, NYC upped its appro-
priations for other media into the mil-
lion-dollars-annually brackets, and
went much more heavily into spot ra-
dio. A campaign of "service" an-
nouncements, mentioned earlier in this
report, was instigated in January 1947
in a half-dozen key markets, between
New York and Chicago.
What New York Central was shoot-
ing for was the 70% of its passenger
traffic which comes primarily from
NYC-served cities. (The remainder is
largely from "off-line" railroads, who
connect with NYC. This is why NYC
advertises nationally in travel and con-
sumer publications.) These passen-
gers divide about equally into three
brackets: casual or vacation travelers,
passengers who take a few trips each
year, and those who take anywhere
from 10 to 20 or more railroad jaunts
every year. NYC's announcements
were aired in all kinds of day-and-night
time slots, in a sort of shotgun ap-
"Ratings show that the day is past when
programs of high purpose and of strong
idea content must automatically play
second fiddle to programs dedicated to
jokes and ballads."
JOHN COBURN TURNER
Assistant Director
Ford Foundation TV-Radio Workshop
proach. Results in 1947 were good,
and enough to keep up NYC's interest
in air advertising.
Around the early part of 1948, the
business outlook for NYC improved
greatly. Operating revenues for 1947
had climbed back to some $703,000,-
000 from which NYC netted an in-
the-black $2,306,000. Then, a major
change came quietly to the line's air
approach.
As mentioned earlier, NYC, at the
urging of its ad agency had taken a 26-
week trial run in 1946 with a local
tape-recorded show, Union Terminal
Today on Cleveland's WHK. This con-
sisted of tape-recorded chats with pas-
sengers debarking from NYC trains at
the Cleveland terminal. Local results
were so good, agency and client decid-
ed to look further during 1948 into the
matter of local programing.
In the meantime, the spot announce-
ment campaign continued. NYC usu-
ally tried to get at least 15 announce-
ments per week in what was growing
to be a list of some eight or 10 big
cities. Anywhere from one to three
stations per city were used in the proc-
ess. These "service" announcements
were usually slotted next to news, and
SPONSOR
San Francisco has 3 TV stations. These
stations give primary coverage of the
San Francisco Bay Area and secondary coverage
throughout Northern and Central California.
The leading San Francisco TV station is
KRON-TV. This leadership is clear-ci
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With the market's highest TV
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coverage
KRON-TV presents the largest
number of top-rated shows-
more than the other two sta-
tions combined (Pulse and Tele-
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KRON-TV attracts the most
viewers in every audience seg-
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children (Tele-Que — Pulse does
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k with FREE & PETERS for availabilities!
SAN FRANCISCO CHRONICLE • NBC AFFILIATE
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Free & Peters, Inc. offices in New York, Chicago, Detroit, Atlanta, Fort Worth.
Hollywood. KRON-TV offices and studios in the San Francisco Chronicle Bldg.,
5th and Mission Streets. San Francisco
25 FEBRUARY 1952
^
Colgate Dental Cream
Tests — Renews
WDIA in Memphis
Yes. after an Initial 13-week test. Colgate Denl
Cream has renewed WDIA lor 12 months . . . sho 1
ing further proof of WDIA's complet. jjoffiln
Trade Area (439.266 Negroes in WDIA BMB cou
Juct just as for Taystee Bread. Stag Beer. Ford,
er Aspirin. Tide. Nucoa. etc. Get the full story
WDIA TODAY!
HOOPER RADIO AUDIENCE INDEX
: Memphis. Tenn. Months: Nov.. Dee. '51
■in; Sets WDIA B C D E
MEMPHIS WDIA TENN.
John E Pearson Co., Representative
SEPARATE BUT EQUAL
WERD
Proves A Moot Southern Point in Atlanta
. . . ""Separate but equal". — that famous phrase
heard but seldom seen, came true, Hooper-wise
for WERD in May. 8:00 AM to 12 Noon-
Monday through Friday. WERD 23.2, Station A
23.2.
JOE WOOTTON
Were ordinaril) of a minute in length.
The whole thin" accounted for be-
tween V, and 8% of the firm's ad-
vertising appropriation.
Uso, in 1950, a one-year TV test
campaign was made, using I \ film an-
nouncements in New York City. \\ bile
it did its share, the campaign was a
headache in many ways for the rail-
road. Specially-shot films had to be
made for the single market to keep the
campaign consistent with the "local-
ized approach." They were expensive
and lacked radio's flexibility. Last
year. TV was dropped, and hasn't been
resumed since.
While all this was going on, Webster
and account executive Frier checked
over lists of shows with timebuver
Lillian Selb. When they had a chance,
Webster and Frier took to the road,
traveling the Central line and checking
first-hand on local radio programing
opportunities. Despite their lack of
great success with TV, both men real-
ized TV was a competitor in practical-
ly all of their potential program mar-
kets with radio. Their best bet, both
men decided, was in daytime radio.
The first real test of this new ap-
proach came in 1950. In the middle
of that year, when WNBC started a new
morning series featuring Skitch Hen-
derson, pianist-bandleader husband of
Faye Emerson. NYC bought a segment
of the show. It was a 7:45 to 8:00
a.m. portion, three days each weeK,
following WNBC's high-rated Charles
F. McCarthy news show. The blend-
ing of Skitch's friendly records-and-
chatter approach with a "personalized"
form of commercials aimed specifical-
ly in his style at New Yorkers was a
success from the start.
Things moved rapidly after that.
When Skitch switched to an evening
schedule, and Bob Elliott and Ray
Goulding moved into his place, NYC
stayed where they were. Then, in Jan-
uary of last year, when it came time
for the renewals of the spot announce-
ment contracts, NYC felt that the time
had come for the big play.
Having long since picked its shows,
NYC quickly bought the portions it
wanted of virtually all of its present
list. \ few recent addition-, such as
the Joint Lascelles Show on Buffalo's
\\<d! bring the list up to date. States
the railroad: "In each city, the Cen-
tral went after the show and the sta-
tion that could deliver the best and
biggest audience for the money paid
out. could give the best value"
Once having bought into the pro-
grams it wanted, making them pay off
was up tn i In- commercials. Here's how
the technique is carried out backstage.
For the 1 1 markets. Foote, Cone &
Belding's Harry Frier actually has to
write 11 sets of commercials. One mas-
ter set is done, to orient the general
themes (vacation travel, plugs for cer-
tain trains, institutional messages, com- |
fori of NYC trains). Then. Frier has
to knock out 11 variations on this
theme. Each set has to have certain |
over-all angles, such as local place and
train names, local NYC agents' names,
departure times. Each set, too, has to
be in the "style" of the particular ra-
dio personality — something Frier
achieves by remote control with the ex-
tensive use of "air-check" transcrip- :
tions of each individual show. Admits
Frier: "It isn't easy, although it's 1
worth the effort. Sometimes I feel as I
though I'm writing copy for 11 differ-
ent clients at once. However, it all
boils down to the same thing."
New York Central itself states:
"Commercials for all the Central's ra-
dio programs are written to allow plen-
ty of room for ad-libbing. The idea is
for the entertainer to make friends for
the railroad in his own way. The maim
emphasis in the program plugs is on|
passenger service, but subjects cov-
ered have ranged from foreign freight
handling to Christmas music in Grand
Central Terminal. Prepared scripts
are sometimes put aside in favor of let-
ters from passengers praising NYC
service."
The majority of the radio commer-
cials are strictly "sell" copy. NYC does
some institutional air promotion for
itself on its own shows, in addition to
that done by the AAR for all railroads
with Railroad Hour.
NYC is a very active member ofl
AAR, and does much to support thei
association's show, in which it shares
part of the costs through AAR dues.
There are handsome displays in NYC
terminals, notably Grand Central in
New York, to promote the show. Also,
considerable use is made of AAR pro-
motional kits, ad mats in merchandis-
ing the show to the public and to em-
ployees. Even the public address sys- 1
tern of Grand Central, with which the {
late Harold Ross of the New 1 <"/.<-,
carried on a running feud when NYC
thought of making it "commercial^
airs plugs for Railroad Hour on da\«
SPONSOR
II MIGHT GET A 175-POUND
ILF*- lM&
IT...
YOU WON'T BAG MUCH
IN WESTERN MICHIGAN
WITHOUT
THE FETZER STATIONS!
If you're gunning for bigger sales in Western
Michigan, use the double-barreled power of the
Fetzer stations — WKZO-TV in television, WKZO-
WJEF in radio.
TV— WkZO-TV is the Official Basic CBS Tele-
vision Outlet for Kalamazoo-Grand Rapids, and
also provides intensive primary service to Battle
Creek and dozens of other important cities and
towns in Western Michigan and Northern Indiana.
The WKZO-TV signal effectively reaches more sets
than are installed in metropolitan Kansas City,
Syracuse or Louisville! A recent 24-county Video-
tex Diary Study made by Jay & Graham Research
Corporation shows that WKZO-TV delivers 54.7%
more Western Michigan and Northern Indiana
homes than Station U B"!
AM" WKZO, Kalamazoo, and WJEF, Grand Rap-
ids, are far and away the best radio buys in Western
Michigan. Bought in combination, they cost con-
siderably less than the next-best two-station choice
in Kalamazoo and Grand Rapids, yet deliver about
57% more listeners! BMB figures prove great rural
circulation, too. WKZO-WJEF's unduplicated BMB
Audience is up 52.9% over 1946 at night — up
46.7% in the daytime!
Get the whole story — write us or ask Avery-Knodel.
* .-I wolf neighing just over 175 pounds was killed on Seventy Mile River in Alaska.
WJEF WKZO-TV
GRAND RAPIDS $0* m WESTERN MICHIGAN
fffpA in GRAND RAPII
and KENT COUNTY
(CBS RADIO)
and NORTHERN INDIANA
JApl in KALAMAZOO
¥ and GREATER
WESTERN MICHIGAN
(CBS RADIO)
ALL THREE OWNED AND OPERATED BY
FETZER BROADCASTING COMPANY
AVERY-KNODEL, INC., EXCLUSIVE NATIONAL REPRESENTATIVES
In Canada
more people listen to
CFRB
Toronto
regularly than to
any other station
•fc^he 1950 BBM figures show
1 CFRB's coverage as 619,050
daytime and 653,860 night time — more
than one-fifth of the homes in Canada,
concentrated in the market which ac-
counts for 40% of Canada's retail sales.
CFRB
Representatives:
United States: Adam J. Young, |r. Incorporated
Canada: All-Canada Radio Facilities Limited
when the musicomedv series is aired
on NBC.
lint \<w York Central's radio pride
;.iid jo) is still its near-dozen morning
men, wln> sell \YC amidst their well-
rated potpourri of music, news, rec-
ords, chatter, and wake-up gags.
This is easy to understand. Recent-
ly, one of the Central's air personalities
was winding up his show, and getting
set to go home for a late breakfast. A
phone call came in, from a listener who
thought the radio performer would be
interested in the effect he had in per-
suading people to travel on the NYC.
"I just want you to know," said the
listener to the disk jockey, "that the
next time our organization holds its
annual convention in Chicago, we're
going by New York Central. I'm in
charge of picking the transportation,
and I'm sold on the Central from what
you've told me."
When the story was relayed to New
York, nobody was more pleased than
raliroad adman Jim Webster. As he
soon discovered from Passenger Traf-
fic, this convention traffic on NYC
would amount to some 300 delegates.
And, before radio, the Central had
chased this kind of business — unsuc-
cessfully — directly and indirectly for
years. * * "*
ROUNDUP
^Continued from page 55)
Fun show — and to acquaint them with
the chowder as well— WMGM, New
York, sent a container of Beaver Brand
along with the press release. On the
market for three years, the chowder
has distribution in the big food chains
in metropolitan New York and is also
on sale in Boston and Springfield.
KBON, Omaha, reports that it has
sold a minute of silence and that the
client is well satisfied with the many
favorable comments from listeners.
The Heafey and Heafey Mortuaries of
Omaha were the purchasers of the si-
lent minute on the early morning Don
Perazzo d.j. show. At 6:44 a.m. the
KBON announcer says: "Heafey and
Heafey, your friends when friends are
needed most, invite you to join in one
minute of silent prayer for world
peace."
When a two-hour simulcast for the
March of Dimes yields $6,446 in
pledges l'\ viewers and listeners, it has
done a good job; especially when it
does this in a community where only
three days previously a "Mother's
March" had resulted in $94,000 in col-
lections. Credit goes to radio station
WAGE and TV station WHEN, Syra-
cuse, N. Y., which jointly conducted a
two-hour show for the Dimes campaign
on 3 February just for good measure.
Brand Names Day— 1952 will be
celebrated 16 April at the Waldorf-
Astoria, New York. John K. Herbert,
NBC v.p. in charge of radio network
sales, is chairman of the planning com-
mittee, which met recently at a lunch-
eon in the Brand Name Foundation's
offices. Present were (photo, l.to r.)
Jacob A. Evans, NBC radio advertis-
ing manager; James M. Toney, public
relations director, RCA Victor; Har-
old A. Lebair, N. Y. Times; Charles A.
Rheinstrom, v.p., J. Walter Thompson;
Mr. Herbert; George W. Fotis, Rem-
ington Rand; Edward A. Gumpert, Na-
tional Biscuit Co.; Jack Glasser, Cal-
vert Distillers Corp., Nathan Keats,
v.p., of the Foundation.
Guests at the Hotel Brunswick in
Lancaster, Pa., would find it difficult
to be oblivious to station WLAN in
that eit\. In a promotional tie-up be-
tween the hotel and the station, copies
of the station's daily "News Head-
lines" bulletin appear on the hotel's
luncheon tables, and the WLAN week
ly program log is placed in rooms, all
of which are radio-equipped.
The WTVJ, Miami, all-night "TeleJI
thon" held 19 and 20 January for the
United Cerebral Palsy Association rej
suited in a total collection of $58,81lJ
Leonard H. Goldenson, president of thej
Palsy Association and president of
United Paramount Theatres, in a tele<
gram to Col. Mitchell Wolfson, presij
dent of WTVJ, stated that the $58,81^
collected represented the highest ratic
of contributions both to population anc
TV sets in the Association's experience
• • i
SPONSOF
In Los Angeles...
REACH
OF YOUR SPOTS
THATCgm®-'
Powerful KNBH blankets the vast Southern
California market... puts your spots in
the finest TV company!
It's over 200 miles from Santa Barbara to San Diego. Here lives
America's second largest buying population. And here NBC sta-
tion KNBH is doing one of the most terrific coverage jobs in the
short history of TV In the primary Los Angeles market alone there
are now more than 1,100,000 TV sets. Thousands more are in the
so-called "fringe area!' And with its array of top-talent transcon-
tinental shows, KNBH is now reaching a huge percentage of this
audience. For choice spot time, contact KNBH, Hollywood, or
your nearest NBC Spot Sales office today.
NBC HOLLYWOOD -~
TO SELL THE BUYING MILLIONS
IN AMERICA'S 2ND LARGEST TV MARKET
25 FEBRUARY 1952
fi&QH&t &W#fec/...
MATINEE"
MONDAY THRU FRIDAY - 3:00 - 3:25 P.M.
"Rhymaline Matinee/' twin brother
of KMBC-KFRM's exciting "Rhymaline
Time," was inaugurated by popular
request!
Heart of America listeners begged for
a bright, live-talent program in mid-
afternoon—" . . . like Rhymaline Time
. . " they said . . and their response
has been extremely gratifying. "Rhyma-
line Matinee" mail count has been in-
creasing by leaps and bounds since it
went on the air, and according to the
latest surveys it looks mighty fine rating-
There are a limited number of avail-
abilities on "Rhymaline Matinee" — so
write, wire or phone KMBC-KFRM, Kan-
sas City, or your nearest Free & Peters
Colonel.
CBS FOR THE HEART OF AMERICA
Miss Betty Swords
Howard H. Monk & Associates
Rockjord, III.
Deat Betty;
Here air some pernts ter keep in
mind th' next time yer lookin' fer a
place ter do someadvertizin' :
Bank clearin's
is UP 25% in
Charleston, West
Virginny over
las' year! Bank
debits is UP in
WCHS's
22%'.
town
Postal n
1951 una I I'
darned near .100
thousan' dollars
over 1<)50! Any
nay vuh wants
ter look at it.
Hetty, this here
is a mighty fine
p I a c e ter sell
Pee put
amakin'
an- aspendin'
totsa money, an'
^they're a buy in'
' n's they
about!
r! WCHS gives you more
•se big buyers fer lisseners then
\nh bought all th' other jour
is in town put tergether!
) rs.
tlgy
WCHS
Charleston, W.
Va.
TRANSCRIPTION TAGS
i Continued from page 39 I
Crosb) record being twirled on a local
station.
This sort of fatherly, we-know-
what's-best-for-\ou attitude of the FCC
actual!) shapes thinking in radio-TV
advertiser circles. Because of the in-
vidious comparison inherent in the law.
as written, sponsors too often feel to-
daj that an) sort of recording method
automatically is a "second best" to live
entertainment. Such an example was
discovered b) SPONSOR in an inten iew
with the research chief of one of New
York's biggest Radio City-area agen-
cies.
Leaving out actual names for obvi-
ous reasons, the story goes like this:
One of the agency's big clients had
been the sponsor of a well-rated live
radio show for several years. How-
ever, the show's star had been offered
a good "running part" in a leading
TV show. To continue with the radio
show in its present form would have
been very difficult for the star. It
would have meant a complex and ex-
pensive rehearsal schedule for the ra-
dio show, which would have upgraded
its production budget.
The agency felt it had the perfect
solution: put the show on tape. With
the whole proposal mapped out, the
agency went to the client's board chair-
man. They made their pitch. But, the
words bounced off the brass hat like
ping-pong balls off an armored car.
"What!" roared the board chair-
man. "Put our show on a record! The
whole thing would be ruined — all the
appeal would be gone. The public
would never listen to it."
That was the end of the agency's
suggestion. Eventually, it was the end
of the show, too. In protecting (he
thought l the public against an "in-
ferior" type of entertainment, the
agenc) client deprived them of it alto-
gether.
sponsor learned from other agency-
men that this case, although extreme,
is not unique. Even advertisers who
are airing taped programs on radio
networks I see "The tape recorder: it
is revolutionizing radio programing."
sponsor. 8 October 1951 ) are often
mildl) suspicious that tape recordings
,iic somehow a "second best." Agency
argjunwnts, to the effect that tape re-
cordings will reproduce sounds of up
to 15,000 cycles Eaithfull) and without
surface noise, an' frequently to no
avail. The same is true of TV film I
quality. Sponsors to whom "film"
means old Hoot Gibson Westerns or
earl) kinescopes with a Jell-O-like re-
production quality are often firmly
convinced that anything but live TV
will be the death of the show.
These stand-pat radio and TV adver-
tisers have one thing in common.
They're convinced that a good part of
the public wont enjo) a show that's
"recorded."
Actually, from all the evidence that
sponsor has turned up, they're par-
tially right. At the same time, the\'re
partially wrong. The paradoxical sit-
uation becomes clearer with a brief
look at the historical side of the FCC's
controversial rule.
When the ruling first became law, as,
a result of the Federal Radio Commis-
sion (forerunner of FCC) urgings in 1
1932. there seemed to be many goodj
reasons for it. For one thing, networks'
looked upon transcribed shows the way!
a woman wearing a dress from Hattie
Carnegie would look at a copy of the,
dress from Macy's basement. Tran-i
scriptions were banned from the net-
works. In fact, networks even kicked
up a royal rumpus if an advertiser
wanted to make off-the-air recordings
of his live network show. (George
Washington Hill broke through tha\
ruling in the late 1930's by calling up
RCA's David Sarnoff, and sa\ ing h<
was going to make off-the-air record;
ings of Hit Parade, or else he was tak
ing his business to CBS. The air-checl
recordings were hastily permitted.)
Another reason for the FCC's "laj
beling" rule came in the qualit\ o
transcriptions. In the earh I930's
transcriptions were pretty poor: tli
big shellac disks had scratch) surfaces
cheap talent, and were a real "back
woods" part of broadcasting. Som
irresponsible broadcasters in the carl
SPONSO
Two mail order programs sell
$51,592 worth of cattle!
; unlikely mail order item thar
WSM recently sold 232 of them, for a total of $51,592.00, and
wrote one more amazing chapter in the history of the Central South's
boss salesmaker.
The cattle belonged to Mr. Otis Carter, 15 year sponsor of Carter's
Chick Time. His knowledge of WSM's phenomenal ability to sell baby
chicks prompted him to offer a herd of 232 feeder cattle to the
WSM audience.
Just two programs did it — cleaned out the herd, hor
all! Some of the buyers came from 300 miles away, and Mr. Carter
could have sold twice the number he had on hand.
Was the sponsor surprised? Not at all. Says Mr. Carter "anyone
can sell a farmer anything he needs over WSM." WSM isn't solicit-
ing mail order accounts. But a station that can move $51,592.00
worth of sirloin on the hoof with two mail order programs packs a
sales punch you can't afford to pass up.
Irving Waugh
25 FEBRUARY 1952
BMI
TELEVISION
SKETCH BOOK
An indispensable collection of
pre-tested musical sketches for
the producer, director and artist
B M I ' s new "Television
Sketch Book" contains hun-
dreds of practical suggestions
snd ideas — mostly simple, some
elaborate — for the presenta-
tion of songs in dramatic,
comic and pictorial fashion.
Here are 44 standard songs
of every variety, from ballads
to waltzes, with accompany-
ing scripts or sketches in com-
plete form.
The sketches will give you a
series of complete musical
shows or can be used in the
production of variety pro-
grams or for scene setting seg-
There are dozens of ways in
which you can adapt the
Sketch Book to advantage.
BROADCAST MUSIC, INC.
580 FIFTH AVE., NEW YORK 19
There's More
SELL
on
UJRIU
RICHMOND
VIRGINIA
910kc-5kw
ABC
AFFILIATE
•
National
Representatives
EDWARD
PETRY
& CO., INC.
days deliberately tried to create the
impression, with retail-type recorded
entertainment, that name stars were
singing in their studios.
The >ears went by. Transcriptions,
in the hands of men like Fred Ziv,
I Harry Goodman, C. P. MacGregor,
and others became a big business in
their own right. The quality improved.
Star values became comparative with
live shows — and so did program rat-
ings. But. the law was not changed,
largely because of the constant pres-
sure of networks to keep it there. In
those days, the "e.t." was viewed by
networks as a threat to the whole sys-
tem of networking shows, and was
classified as a kind of "disk jockey"
brand of showmanship.
4*They say there is too much research
in radio compared to ether media.
You can't have too many facts about
any medium providing ihe facts are
correct, reliable and properly used and
interpreted."
EDGAR KOBAK
Business Consultant
Then, in 1946, the great turning
point in the history of transcribed pro-
grams came about. Bing Crosby, tired
of the steady grind of turning out a
show every week, was the center of the
affair. Crosby refused to go back to
radio, unless he could transcribe his
show on the then-newfangled Ampex
tape recorder. At first, no network
would touch the business. ABC, then
only recently a separate entity from
former-parent NBC. was the one who
broke ranks. Everyone in the broad-
cast advertising business watched the
results carefully.
Among the innovations in the Cros-
by technique was a seemingly-small
one. That was the business of taking
the enforcement of the FCC's law from
the hands of the broadcaster (who had
formerly made the e.t. identifications)
and inserting it into the program for-
mat. In other words, burying it. This
complied with FCC rules, but in effect
violated the intent.
Instead of coming on the air with a
cold phrase, such as "The following
program is electrically transcribed,"
Crosby's writers tucked the word away
in the program's opening.
The result, once the ABC-Crosby ex-
periment proved a success, was a grow-
ing flood of taped radio network shows,
as well as some ingenious manipula-
tions of the word "transcribed." This
has continued from 1947 to the present
date.
As a former editor of NBC's con-
tinuity acceptance department, now
working for a leading research organi-
zation, recalled for SPONSOR:
"Radio made an adjective out of
what had been a noun, and usually
made the word a kind of thin piece of
salami between two big pieces of rye
bread. The result was that you had to
be pretty sharp to catch the word at all.
The public would hear a big fanfare
opening, the sponsor's name, and then
something like "before we bring you
another transcribed-in-Hollvwood ad-
venture in the life of Joe Zilch. . . ."
See what I mean?"
Here are a few other typical exam-
ples of how radio men ( and more re-
cently, TV men) have skirted the letter
of the FCC law:
". . . every night at this time the
Longines Symphonette plays a tran-
scribed concert of the World's Most
Honored Music, brought to you by. . ."
"... (Big Music Chord) The Bob
Hope Show! Brought to you tonight
direct from Camp So-and-So, Nebras-
ka (Big Music Chord — Applause, Un-
der:) Transcribed with Les Brown and
his orchestra . . . and here's the star of
our show . . . Bob Hope!"
". . . And now we bring you — spe-
cially filmed in Hollywood to keep you
on the edge of your chair — another
thrilling episode in. . . ."
It might be easy, at this point, to say
that the FCC law is virtually meaning-
less, since the identification of "me- I
chanically reproduced" shows is so
skillfully tucked away. It's also easy |
to say that such mild tactics are, after I
all, cheating the public.
The admen's answer to this was
summed up for SPONSOR by Tom Mc- i
Donnell, Radio-TV Production Direc- j
tor of Foote, Cone & Belding. Said Mc- j
Connell:
"If vou want a moral parallel, just
look at Hollywood. Hollywood's fea-
ture film are hardly live entertainment,
yet there's no law which makes a
theater operator say so. The whole em-
phasis is carefully built around the
'immediacy' that people feel in a the-j
RIGHT the first time! TV
film spots by TELEFILM Inc.
SPONSOR
Shortest distance between buyer and seller
... an elevator that takes advertisers around
closed doors. Write Norm Knight at 510
Madison Ave., New York 22, for "The
Happy Medium," with suggestions for get-
ting the most out of your radio-TV trade-
paper ads.
25 FEBRUARY 1952
atre when they're watching a good
movie. For instance, every film has a
copyright date, which will show the
audience exactly when it was made.
Hut. is it clearly stated? It is not — in
fact, it's almost always put on in Ro-
man numerals so that the puhlic won't
catch on to the fact that the film was
made one or two years ago. As to
tricking the public, what about special
miniature sets that look like real train
wrecks, singers who can't sing a note
and have 'dubbed' voices, or the won-
derful work of the makeup men with
everything from wigs to 'falsies'? What
do you suppose Hollywood would say
if a law was passed that made them
label every 'mechanical' trick used in
pictures?"
Snorted McDonnell: "If Hollywood
can remove the 'canned' feeling of
movies by dating them with Roman nu-
merals, maybe the FCC should allow
us to say 'The following program is
transcribed' — in Latin!"
Joshing aside, there's a strong note
of truth in McDonnell's words. Holly-
wood is well aware of the fact that they
are in the business of selling escapist
entertainment. Also, moviemen are
aware that a theatergoer's celluloid
dreams would suffer if he was aware
of the fact that he was watching some-
thing made with considerable mechani-
cal labor several months before.
Just what effect the tagging of tran-
scribed and film shows as such has on
the public's enjoyment of a program is
still a somewhat-vague item. How-
ever, there are some reliable guideposts
in the research that has been done on
the subject.
For instance, at the time when the
tape-recorded Crosby show was mak-
ing headlines in the trade press, NBC
quietly conducted a series of tests in
Schwerin Research audience reaction
sessions. NBC discovered (at a time
when transcription quality was not as
good as it is today) that 55% of the
public had a favorable attitude toward
transcriptions — but 45% of them felt
they were "less enjoyable than live
shows."
However, in further tests, NBC and
Schwerin discovered an interesting
thing. Even those who disliked the
idea of listening to a transcribed shn
found it difficult to single out recordH
shows from live shows when th»\
weren't told which was which.
Reported the NBC research depart
ment later to network executives: "II
SPONSOF
.in individual remembers the transcrip-
tion tag, he won't go wrong. But, il
he Fails t<> notice the annoum ement or
forgets it. he can't tell the difference."
I lu- was boi n oul in the findings I hi
entire sample I both pro and anti-tran-
si ripl ion I onl) averaged 60' , correct
in identification onh slighth bettei
than mere guessing.
Isa l\ parallel, Vdvertesl Research
made .1 survej oi .1 i \ -owning panel
of 816 in New ^i ork-New fers -\ area
in the spring ol l' r >". \t that time,
the) discovered that among I A \ iew-
ers, about six out of LO people did not
recognize the fact that (lit- tlan Young
Shou was "ii film. \bou\ seven out of
in didn't know that Ed U ynn was on
film. rhis is particularl) interesting
since both shows, as -ecu in New ^ ork
then, were on kinescope film hardl)
the equal in 1950 of studio-produced
films, like / Love Lucy and Groucho
Marx's ) ou Bet ) out Life.
( v )uite recently, in the final month of
1951. Vdvertest also checked up on
i\ movie popularit) in it- panel.
U)OUt five OUt Of ID people liked T\
films equally, or more than, "live"
shows but !;',._" , liked them less than
live T\ programs. I his has a rathei
remarkable resemblance to the earlier
v > hwei in figures, whi< h suggests: I I I
fte ell,-, 1- of "tagging" l\ films as
Mieh is comparative with those of ra-
dio's transi riptions, and 1 2 I the situa-
tion hasn't changed much in public
attitude- in the past lew years.
'For fuller detail-, see SPONSOR
■ harts, page 18. 1
Most striking was a spe< ial study,
done for NBC, b) it- \\ ashington ra-
piooutlet, \\ RC, in 1947. \t that time,
■earl) seven oul of LO people answered
'He question "If you should learn that
• ■•in Favorite program was transcribed,
would it make am difference to you?"
1>> -a\ ini; "No." Some Id. 7' , ol the
-ample said "1 es."
Vmong the ""i es" respondents, the
- single reason given was "Isn't
spontaneous." Other-: "Prefer in Per-
I akes interest awaj ," "Qualit)
bad," "Deceptive," etc.
Summarized in advertising terms,
particularl) where it affects sponsored
'trail- nlied or "film" programs,
these research findings 1 an be inter-
as applying to the FCC's regu-
lation in the following wa) :
1- No other advertising oi enter-
tainment medium i- forced In govern-
ni *' nt 'aw to make .1 constant distin-
25 FEBRUARY 1952
"Amazing, but true—
120,000 divided by one
is still 120,000"*
Says J. Walter Microdope
EMINENT LABORATORY SCIENTIST
We need no scientist to tell us that the 120,000
television homes in the Memphis area represents
an undivided audience of television viewers and
listeners.
For WMCT is the
first and only station
in this great 2 billion
dollar market. When
120,000 homes look
and listen to television
in this area, you can
be sure they are look-
ing and listening to
WMCT only.
this is the nun
t 1 i.l.
homes in ih,
Mi mplm
Mid-South an
National Representatives The Branham Company
CHANNEL 4 • MEMPHIS
AFFILIATED WITH NBC
Owmd and operatad by
THE COMMERCIAL APPEAL
Alt* affiliated with CBS, ABC and DUM0NT
Mr. \\ W. M< Ulistkr,
President of San Ant
"...mentioned by new customers more
than any other advertising/ 7
That's what the Wyatt Agency of San Antonio, Texas, says
about the Fulton Lewis, Jr. program on KMAC, sponsored
by their client, the San Antonio Building & Loan Association.
Mr. W. W. McAllister, President, states that a well-coordi-
nated advertising program has built the Association into one
of the first hundred of the nation's savings and loan institu-
tions. Mr. McAllister earmarks a large portion of his ad
budget for sponsorship of the news analyses by Fulton Lewis.
Jr. because "of comments which are constantly received
commending this public service for San Antonio." Mr.
McAllister feels that the interest which the Fulton Lewis, Jr.
program arouses has played a substantial part in making
1951 the greatest in the history of the Association.
For network prestige and a ready-made audience, investigate
the locally-sponsored Fulton Lewis, Jr. program. Though
currently presented on more than 370 Mutual stations by 572
advertisers, there may be an opening in your locality. Check
your Mutual outlet — or the Cooperative Program Depart-
ment, Mutual Broadcasting System, 1440 Broadway, NYC
18 (or Tribune Tower. Chicago 11).
guishing identification between enter-
ta'nment that is "live" and entertain-
ment that is "mechanically repro-
duced."
2. Although a majority of people
bear no moral ill will against tran-
scriptions and films per se, there's a
sizable segment of the audience which
does dislike them on principle. To
them, the reminder that a show is "re-
corded" detracts from the show's enter-
tainment value.
3. The quality of broadcasting's
''mechanical reproduction," in the
form of tape recordings and films, is
now so far advanced that people have
increasingly greater difficulty in telling
them from "live" shows.
4. People knowing a show is "tran-
scribed" (or "filmed") object mostly
on the basis that the show would lack
spontaneity. Yet, even these same peo-
ple cannot, in most cases, sort out a
"spontaneous" transcribed show (such
as Bob Hope's taped appearances at
Army camps) from a "spontaneous"
live broadcast of the same show or
similar shows.
5. The forced mentioning of the
fact that a show if transcribed or
filmed has a known harmful effect on
the impact of a sponsor's program, in
that it subtracts part of some listeners'
(or viewers') enjoyment. In self-de-
fense, radio-TV producers have man-
aged, these days., to bury the identifica-
tion so that it's barely noticed. Con-
versely, many admen feel that these
two factors make the FCC regulation
completely out-of-date, and useless.
Whether the FCC will feel that, in
light of current facts, its rule is obso-
lete and unfair on one hand, and a con-
tinuing irritant to the industry on the
other is something that only time will
tell. * * *
U. S. TOBACCO
{Continued from page 41)
ception of a three-year period from
1945-1948; during that hiatus the firm
was unable to find a good male inter-
est show suitable for selling its four
famous brands of pipe tobacco: Old
Briar, Model, Dill's Best, and Tweed.
When the television medium started
catching fit in 1949, the company
looked for a way to transfer its selling
success to TV. and at the same time ex-
pressed a desire to maintain the effec-
tiveness of its radio advertising which
had been built up for such a long pe-
riod of time.
SPONSOR
tacordingly, the
and its
agency, Kudner, went to work on the
problem; under the direction of \l\ron
Kirk, agency vice-president and radio-
TV director, Kudner treated the Mar-
tin Kane AM and TV shows, huilt
around the tobacco shop theme. The
tobacco shop was suggested by J. Whit-
ney Peterson. U.S.T. president, and
was conceived to integrate the sales
messages of all four of the firm's pipe
tobaccos because there was not suffi-
cient business volume on any of the
brands individually, to carry a network
program. The Kudner commercial
proved ideal, achieving dealer and con-
sumer acceptance.
U.S.T. gets the maximum mentions
of its products throughout the Martin
Kane shows because of the nature of
the tobacco shop. This is a rarity in
itself since there are usually few op-
portunities for sponsor identifications
in dramas beyond the commercials.
The flexibility in the tobacco shop
format has been responsible for the ris-
ing demand for Sano and Encore cigar-
ettes since U.S.T. purchased the Flem-
ing-Hall Tobacco corporation last May.
This undertaking cost U.S.T $4,325,-
000. and brought U. S. Tobacco into
the field of cigarette manufacturing.
New machinery was shipped in to the
company's plant at Richmond, Va., and
U.S.T. had five new products: Sano,
Encore, Sheffield, Stratford, and Maple-
ton — all of which repeated the original
advertising problem, since none of
them could carry a show of any size
hy itself.
Encore and Sano. therefore, were
added to the shelves of the radio-TV
tobacco shop, and the four pipe tobac-
cos were put on a rotation basis I only
tw o a week I .
Knowing that women are more in-
terested than men in health measures.
U.S.T. impresses them with the de-
nicotinized value of Sano. This same
approach has been used with per-
sonal appearance endorsements by
three baseball stars recentlv : Ralph
Branca. Sid Gordon, and Gene Wood-
ling.
During a program scene at the to-
bacco shop, the ball player comes into
the shop, buys a carton of Sano, as the
commercial is given in this manner:
HAP: Well, Gene Woodling! . . .
What are you doing in this neck of the
woods? Thought all you big leaguers
were in Florida by this time.
WOODLING: I'm leaving in a cou-
ple of weeks, Hap. I just dropped in
for a carton of Sano cigarettes.
HAP: Well. Gene ... I see you know
your brand all right. Sano cigarettes
. . . really great cigarettes . . . with less
than one percent nicotine.
LT. GRAY : As a point of curiosity,
Gene ... do you smoke Sano all the
time?
WOODLING: Sure do, Lieutenant.
Got to keep in training, you know.
HAP: There! . . . you see, Gray?
I told you more and more athletes were
smoking them . . . that less than one
percent nicotine content reallv makes
a difference, doesn't it?
WOODLING: It does, at that. But
I'd smoke Sano cigarettes any time. I
really like their taste.
The transaction of the sale is then
completed, and after Woodling exits.
Hap and Lt. Gray get back to the plot.
Of course, all during the commercial
on the TV show, listeners were viewing
all the other U.S.T. products stacked on
the shelves and counter of the shop.
A tribute to the Sano commercial
was voiced by Eric Calamia, managing
director of the Retail Tobacco Dealers
of America, and himself the owner of a
New York Citv retail s*ore. when he
told si'ONSOR that "Although a number
of women go for the health angle, Sano
commercials don't unduly emphasize it.
They don't go overboard and take a
crack at the industry on the nicotine
angle. Furthermore, I believe that Sano
has had a great demand in stores, and
sales have increased since the radio-
TV advertising on the Martin Kane
tobacco shop. Retailers are very
pleased with the Sano growth since
U.S.T. took over."
On occasion. U.S.T. includes a brief
plug on both the radio and TV shows
for its leading snuff product, Copen-
hagen. The scene in the tobacco shop
shows a customer buying a tin of the
snuff, accompanied by this five-word
message from Hap: "Copenhagen, best
made, you know."
For its roster of remaining snuff
products, including several brands of
dry and moist snuff, U.S.T. sponsors
20 daily radio shows of 15-minute
length in various Southern markets.
The sponsor and advertising agency
are happy with this plan of advertis-
ing, and especially with the sales of
U.S.T. products featured on the Mar-
tin Kane shows, says Dick Farricker,
Kudner executive on the account. He
is also happy that the TV program has
managed to hold its own ratingwise
despite the fact that another mystery-
drama. Racket Squad (CBS), is now
on at the same time in almost all of the
live TV markets.
Consumers and trade people are also
pleased with the programs and the to-
bacco shop set up. The tobacco "deal-
er" on the program, Hap McMann, is
so strongly established in the audience
minds, that all across the country to-
bacco dealers report that customers are
now calling their clerks "Hap" or
"Happy."' The commercial has be-
come an integral part of the story, and
25 FEBRUARY 1952
KROD, El Paso
WINS TWO
1951 AWARDS
FOR OUTSTANDING
SPONSOR PROMOTION
AND MKRCHANDISING.
Ttetia AWARD
KROD won the first Nutrena Mail Pull
Contest in competition with top stations
everywhere.
AWARD
first prize among the 50
KROD al:
itations carrying the "Red" Foley Show
for Jewel Shortening. The prize was
awarded for the best job of promotion.
These awards prove that KROD "gets
the job done." It can do it for YOU too.
KROD USES THESE
DEALER-AIDS
• Billboards
• Dealer letters
• Courtesy announcements
• Newspaper ads
• Dealer calls
• Posters
• Car and bus cards
miiii.itick BROADCASTING Corp.
DORRANCK D. RODERICK
Chairman of the Board
VAL LAWBENCE
President and Gen. Mgr.
there is little listener or viewer resent-
ment toward it. most admen feel.
(rade reaction to the tobacco shop
is expressed in glowing terms In Stan-
lej Daly, editor of the Tobacco Jobber,
who calls the set-up, "The best dealer
relations commercial." Dal\ adds that
"U.S.T., on the Martin Kane shows.
has made the independent retailer a
personality. It s an ingenuous commer-
cial and an excellent example of double
purpose advertising. It boosts the
product on the consumer level, and
then boosts the retail outlet with the
consumer, creating a good feeling
among retailers in thousands of out-
lets.*'
Members of the trade also list U.S.T.
as one of the top companies in point-of-
sale promotion, having excellent rela-
tions with tobacco distributors and
dealers. Tobacco retailer Calamia sa\s,
"The majority of retail dealers feel
I hc\ receive direct recognition when
the\ contact or do business with
U.S.T."
The U.S.T. Company dates back to
2 December 1911, when it was incor-
porated in New York as the Weyman-
Bruton Company. It was not until 14
March 1922 that it took its present
name. Prior to 1911. the company was
a part of the American Tobacco Com-
pany, and was set up as an indepen-
dent organization in accordance with
a dissolution decree of the L. S. Cir-
cuit Court in Southern N. Y.
The president of the companj is J.
Whitney Peterson, a U.S.T. veteran of
30 \ears. Advertising manager is
Vice President Lou Bantle. who works
verj closely with the Kudner Agency
on all advertising policy.
With the exception of the three-year
period from 1945-1948, the U.S.T.
Company has been on network radio
since 1933. Their initial show was
Half Hour For Men featuring Pick and
Pat, NBC. The program remained on
the air until 20 February. 1939, going
under four different titles: One Night
Stands, Model Minstrels, Pipe Smoking
Time, and Pick ami Pat. In June of
1935. the company switched the show
to CBS. The next program was How-
ard and SheltOn lasting almost two
years. In 1940. U.S.T. sponsored
Fields and Hall for 13 weeks, and then
took over the Gay Sineties Revue with
Beatrice Kay, Joe Howard, and Ray
Bloch'a orchestra. For three and one-
half years U.S.T. stayed with this show
on CBS, and sudden!) discovered dial
The feeling is
MUTUAL
Why not take advantage of this
beautiful situation? Let WVET
sell for you in Rochester.
«T3:^
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOtLING COMPANY
5^ *
rWiiiijfl||H
S 4 Reasons Why
■• The foremost national and local ad-
m * vertisers use WEVD year after
^J year to reach the vast
^1 Jewish Market
^* of Metropolitan \cw York
|^^B I. Top adult programming
— ■ 2. Strong audience impact
***^f, 3. Inherent listener loyalty
"^^^ 4. Potential buying power
»»»»2 Send for a e °py of
*^^ "WHO'S WHO ON WEVD"
■^g HENRY GREENFIELD
^^^^ M.n.ging
^^^* WEVD 117-119 W«l 46lh St..
£555 New York 19
SPONSOR
excellent,
isle audi-
RALSTON PURINm
[Continued In
th.
' /"
13 1
Vlarmed, the compan) dropped out
D j radio For a little over three years,
except l'"i selective announcement cam-
paigns in the South, until the righl
belling Formula was Found again. In
1948 U came. \nd I .S.T. bought a
M u./ show, Take / \umber, on Mu-
tual. It added another program, the
\l„n \ext Door, in March ol I'M".
Preparation was now underwaj to
develop an \\l- 1 \ ad plan, and the
Number show was dropped in Jul)
J949. I'll.- following week, 6 Vugust,
Martin Kane made it- \M debut over
Mutual, ami was Followed Foui weeks
titer u itli the I \ version ovei NBC.
\t this time I .S.T. switched the \M
bow to NB( ! to make foj easiei 1 0-
■rdination of men handisin- ami pro.
notional aids, and replaced \\ ill iam
Eargan, who had played the leading
bales on both media, w ith Llo) d Nolan.
I h. 1 hanging of the net and replace-
111. ait b) Nolan on radio received little
Eoopla. Tin' I V show took a seven-
peek hiatus, returning the end ol Vu-
■tast to an extensive publicity campaign
under the direction of Kudner's John
\a1.0M, .
Uthough I .S.T. has been a success-
ful radio sponsor for mam years, the
initial response to their first T\ pro-
kam has given the compan) assur-
ance that the) arc on the righl track
in their first T\ venture. The basic
Wvertising polic) of commercial prod-
I I integration has cai ried over to a
high degn e ol success in both I \ and
radio. \\ ith an increase in sales for
195] running 13', ovei the cigar-
cigarette -tolutcco industr) average,
I S.T. know- it has found the right
approach to its selling. * * *
In Boston
Judging was done b) a panel of well-
known Farm radio experts. This in-
, luded: Norman R. Glenn, editor and
publishei ol sponsor; Sol Faishoft
editor and publisher of Broadi asting;
Phil Vlampi. past-presidenl of I VRFD
(formerl) N VRFDl and [arm director
ol W.I/. New York; and Ralston's Gor-
don \l. Philpott.
rhese stations, in ordei of rank,
Willi' Koko.no
WFBM") Indianapolis, In, I
• '•
„, XM Vrlinst.m. Va.. t:,Uh, 1
K n , l'm-son. An/.. F.ddil ArnnUI. Chn-I.
\\ I
Hoi
Fa
111., .YieA- Brans Show
\,m Honorable m< ntions were 11 • ir<l< (1
..„. KOI.T (Srottsblnff), KF.VH
(Omaliah \V,IA(i (Norfolk); Alabama stations
VVK.Ui (Cariollton ami VV.IAV (.Mullins); ami
KSI'A I Xa.nu-.lorh.v. T,\ I
To give lai in radio advertisers and
non-users, too prool thai farm sta-
tions can turn on just as big a sel oi
promotional guns as their eit\ cousins,
SPONSOR has selected highlights from
t lie award- u inning presentations of sta-
tions W 101 . WFBM, and \\K\M. The
first of these stations won the grand
award, a new station wagon. The other
two placed in a lie for second award,
both winning an \mpex tape recorder.
Incidentall) . it's been estimated thai
Ralston spent I apart from airtimel
$10,000 for the contest. Some $2,500
was spent in promoting it to the trade,
and the resl went into prizes and other
items. \\ hat Ralston received in good
relations with its air outlets, in mer-
chandising results and in valuable new
ideas which it can use for future pro-
motion, is worth man) tim< s the 1 ost.
Here briefly are the summarized
details of what the three prize-winning
stations did foi Ralston Purina:
I. WIOU, Kokomo. I... I. Pro-
gram: I.O.I . lam, Service. On the
air: Mondaj through Friday, 12:30
to 12:45 p.m., featuring \\ 101 farm
din-do, Bob Nance.
Located in the heart of a rich Hoo-
-'.-■ farm terr y. \\ 101 cooked up
a "Mike and Ike" promotion i ampaign
in connection with Ralston's farm se-
ries. It was a campaign calculated to
impress ever) pig-raising farmer for
miles around.
\t 18 big feed stores in the district,
■Mike and Ike" a pair of matched
porkers were the central points of a
big "Pig Growing Fight To The Fin-
ish." Hue pig in the pair was fed
ordinar) corn. The other "Mike"
was fed a mixture of Purina and grain,
with Bob Nance touring the neighbor-
hood to act as official "weighmaster."
farmers b) the hundreds watched the
various "Mikes'" grow like balloons on
their Purina diets, while Bob Nance
gave the latest ■"scores" in breathless
tones on his farm service show.
The contest -within -a -contest lasted
from cai lv ( letoher almost up to the
middle ol November. Farmers came,
saw the eost-per-pound-gained figures.
gazed at the well-rounded "Mikes." and
listened to their radios. Feed sales
shot up.
Meanwhile. \\ 101 went to work to
back up the promotion with a wide
variet) of devices. On-the-air an-
nouncements, souvenirs, dealer dis-
plays, envelope stulfers. tune-in news-
paper ads. publicity stories- all helped
to build bijz listening for the Purina-
sponsoied show. \\ 101 made record-
ed interviews with farmers in feed
stores, later played them on the air.
25 FEBRUARY 1952
It's As Simple As This ....
AIM YOUR SELLING MESSAGE
AT LISTENERS WITH PROVED
Buying Power!
WBNS Radio has:
• An Audience Which Spends 1 BILLION Annually
• All Twenty Top-Rated Programs
• Central Ohio's Only CBS Outlet
• Proved Pulling Power (4,663 replies to _
just 3 one-minute local spots)
Local Personalities with Loyal Listeners
wm
ASK JOHN BLAIR
MDIO
POWER
WBNS — 5,000
WELD-FM— 53,000
^COLUMBUS. OHIO
CENTRAL OHIO'S ONLY
Be my Valentine
My Heart's for you
in '52
I'll put your spots on
superfine
7<& /4nt TKwfa Station*
T
■ .»> <*•*!. t MISSOULA ANACN3*
WU||fllM^ BUTTE
MONTANA
THE TREASVRE STATE OF THE 48
Fitting a Medium
to a Market
Covers ALL
of the Rich
Central N.Y. Market
Write, Wire, Phone
or
Ask Headley-Reed
Bob Nance even took "Mike and Ike"
on the road, and truck-toured the en-
tire district.
Net result: A big boost in Purina
sales, and what the station terms "one
of the most powerful promotion jobs
WIOU had ever done."
2. WFBM, Indianapolis, Ind.
Program: Hoosier Farm Circle. On
the air: Monday, Wednesday, Friday,
12:30 to 12:45 p.m., featuring farm
director Harry Martin.
Like its neighbor. WIOU, the pro-
motion gimmick used by WFBM was
also a contest-within-a-contest. From
local breeders John & Wray Fox,
WFBM secured a proud piece of por-
cine pulchritude: "Checkerboard Sue."
Sue was a pure-bred Poland China
Hog, a worthy prize for any farmer.
The contest was simple enough, re-
volving around the completion of the
phrase (in the usual 25 words) "Why
I would like to own Checkerboard
Sue." It ran officially from 1 Novem-
ber through 30 November, with a 10-
day buildup of promotional hoopla and
on-the-air teaser plugs in advance.
A grand total, incidentally, of 80
announcements were aired on WFBM.
aside from Farm Circle plugs. Al-
though Purina is a participating ad-
vertiser on the show only three days a
week, the contest was plugged six days
a week. In addition, "Checkerboai
Sue" appeared before the video cai
eras of WFBM-TV each Friday durii
November, and the contest was plugj
on the station's TV farm news.
Purina dealers got into the act,
operating with the station in setting
special displays, and in mailing
promotion pieces. The station coi
tinued to ballyhoo the contest i
ads, and on the air. It reached a wi<
market; over 100 towns were heai
from during the contest, giving Purina
dealers a hand) future mailing list,
and the station a check on listening
and viewing.
Winner: A shy little (age 10) 4-H
Club member named Mary Lee, of
Zionsville, Ind.
3. WEAM, Arlington, Va. Pro
gram: Eddy Arnold (e. t.). On the
air: Monday through Saturday, at
6:45 to 7:00 a.m.; Saturdays, 8:30 to
9:00 p.m.
Using a transcribed Ralston show !
that's aired in a lonj: list of farm mar-
kets, WEAM turned on the promotion-
al pressure last fall behind the Eddy
Arnold airings.
SPONSOR
Some highlights:
Large, four-color posters for the
mtm -"mo 50 in all — were planted
throughout Alexandria and surround-
ing territories. Every Purina dealer
had displa\s from the start of the pro-
motion. For six Saturdaj afternoons.
WE \M hired a cute local model,
dressed her in a cowgirl costume, and
had her parade the streets of nearby
towns with Edd) \rnold-Purina sign.
When the Arlington County Hos-
pital needed a §500,000 addition.
WEAM tied the show to a charity pro-
motion, and gave Eddy's pictures to
contributors. In a few weeks. WEAlVTs
Purina promotion had raised $137,000.
A gag stunt, involving a hen who
could lay a green-yolked egg if fed an
experimental Purina mix. drew hun-
dreds to a local arena, raised even
more money for the charity.
Said WEAM: "Were Purina to try
and buy the publicity, promotion and
goodwill that WEAM earned for Pu-
rina through thoughtful planning, hard
work and ingenuity, the price of six
Cadillacs wouldn't be enough!" * * *
FACTS ON 1952 BMB
{Continued from page 28)
able on punched IBM cards only and
must be run off specially when re-
quested. Charge is put at the cost of
tabulating only. It's expected that
enough of the key stations will sub-
scribe so that agencies will have a
minimum of expense for tabulations.
Q. What are some of the most im-
portant uses for BMB-type data?
A. Most admen are familiar with
BMB's use in buying time for spot
radio. It is the basic coverage tool
directly comparable to printed media's
ABC. Not as well known is the fact
that BMB data have other vital uses.
BMB is valuable in apportioning
promotion efforts. There's a beer ac-
count, for example, which hu\s a New
York state baseball network. Coverage
figures tell the agency where posters
plugging the broadcasts should be
placed. Without good coverage fig-
ures embarrassing mistakes crop up.
and point-of-sale posters may be as-
signed to dealers whose territories are
not blanketed by the broadcasts.
The new Standard Report would be
invaluable now to timebuyers trying
to figure out how to buy radio net-
works to supplement their TV cover-
age. Networks which omit TV mar-
kets leave gaping holes in coverage be-
cause TV does not go as far out as AM
stations dropped in those markets.
With BMB data, buyers could select
radio stations around the TV markets
so as to plug the holes. "We're wait-
ing eagerly for the new Standard Re-
port for just that reason." said on?
buyer.
In small cities. BMB-type data is
particularly necessary because there
are no ratings to go by. Standard Re-
port becomes the only uniform mea-
surement available for choosing be-
tween stations and deciding whether
there is enough coverage in the area.
Any advertiser who has a dealer or-
ganization needs BMB-type data in or-
der to assign co-op advertising costs
among dealers. Beverage companies,
for example, can split money for a spot
campaign among bottlers by showing
them how much circulation they are
getting in their areas. Timebuyers
feel that the existence of radio cover-
age data has helped them to sell more
clients on use of co-op radio.
Q. How much does it cost stations to
subscribe to Standard Report?
A. Price of subscription is 70' « of
what BMB No. 2 cost I for most sta-
tions). Where the total cost of BMB
No. 2 ran to $1,200,000, Standard Re-
port will bring in its first measurement
at an estimated $750,000. Pricing
formula is based on the size of the
station's BMB total weekly audience.
A representative part of the rate card
reads as follows: 20,000 total weekl)
audience, $450; 50000, $858; 100,-
000, $1,534; 500,000, $4,206; 1,000,-
000, $6,634.
For their subscription, stations get
100 copies of data and maps of their
own coverage. In addition, they re-
ceive a report on the audience of com-
peting stations in each of their own
counties. Competitive information is
furnished in a code to hamper boot-
legging 1>\ non-subscribers. Baker, in-
cidently. can act more aggressively to
hinder non-subscriber use of data than
was possible for the BMB.
Q. How many stations are likely to
subscribe to the Standard Report?
A. There were 375 station subscrib-
ers at presstime (see complete list on
pages 28-9) and one network subscrib-
er, CBS. The last BMB had 635 sta-
tion subscribers and three networks;
Baker hopes to have at least 500 sta-
tions by the time the report is issued
next fall. Subscriptions have been
coming in regularly, despite the fact
that Baker has not been waging an
extensive promotion campaign. His
main device for encouraging subscrip-
tion is a price penalty for late signing.
The tab goes up 20% beyond base rate
if stations wait till the report is ready
before subscribing.
Baker points out that the price to
25 FEBRUARY 1952
stations of subscription could have
been cul to half the present level if he
had been able to count <>n 800 station
subscribers.
Sa\s Baker: "Standard Report
could reach a total of 800 subscribers,
and thus cover even station important
to national advertisers, if agencies and
advertisers urged stations t<> cooper-
ate. I he) can do it h\ simpl) impress-
ing upon stations the great importance
coverage data has in buying time. I
know some timebuyers tell station- not
to come in without bringing a BMB.""
Q. Will the research technique use//
by Standard Report differ from BMB
Vo. 2?
A. No. Information will again be
Blue Skies
. . . don't fool little Bismarck.
He knows it doesn't take long
for a few grey clouds to
change the picture. In your
case, KFYR can be the key to
rich new markets which help
you weather changing condi-
tions. Any John Blair man will
tell you How and Why.
icm
BISMARCK, N. OAK.
5000 WATTS-N. B.C. AFFILIATE
Rep. by John Blair
Collected bj means of ballots mailed to
a national sample. Total number of
ballots is 670,000, 25,000 more than in
BMB No. 2.
In order to ju-l responses from 670,-
000 families. Baker sent ballots to
some of them as main as three limes.
In all. Standard Report will mail out
1,500,000 letters containing ballots
with the total postage bill coming to
$73,500. Into the first and third mail-
ings of ballots as premiums go pockel
combs. Just this one item costs a total
of si 1,750 for 1,100,000 combs.
Q. Why do many station executives
sec red when tltc word BMB is men-
tioned?
A. Major stations in some instances
feel that BMB figures represent an un-
necessary expense since their coverage
story has already been told and sold
to agencies through the years by oilier
means. They resent publication of
findings for smaller outlets in their
vicinity which show that their um-
brellas have been pierced.
Other stations are aggrieved at the
discovery that competitors have slight-
ly higher coverage in some of their
key counties. These stations point to
the fact that BMB data are not pre-
cise and protest that they are being
penalized unjustly when timebuyers
decide arbitrarily between stations on
the basis of a few percentage points.
Another thorn for stations is the
practice current among timebuyers of
counting only SO'4 or more counties
as primary coverage. Since the per-
centage error is five, a 45 county might
be just as good. And when the 45
counties lopped off by timebuyers are
heavily populated, the timebuyer's re-
sulting estimate of the station's coal
pel -1. 000 is bound to hurt the station.
But the major factor causing resis- |
tance to subscription in the 1952 kj
Standard Report is the fear of what
television has done to radio station
coverage. Stations are reluctant to
provide ammunition for groups like • ^
the ANA which have been campaign-
ing for rate cuts. So far only a few sta- !i
lions in TV markets have subscribed.
Q. What good does BMB-type data'i .
do for stations?
A. Subscribers benefit, Baker says,
because they can use the figures about: '
their own and competitor coverage in|
their promotion. "In addition, and
probably more important, the facts:
about their coverage are readily avail-!
able to agencies in a form which they
will accept," Baker points out.
All radio stations gain from thej
study, timebuyers say. Reason: Cli-I
ents are more prone to buy spot sched-
ules if they can be shown how muchi
circulation they are getting.
Said one of the most astute time-!
buyers in the business: "If only sta-j
tions understood how radio is sold to!
the client within an agency. We sell a|
lineup, not just a single station with
such-and-such coverage. The client
wants to compare total circulation of
radio lineup with ABC figures fo^
printed media. If radio can't come ujl
with uniform figures, that throws cokj
water on many a sale."
Q. Is it possible to predict ivhat ef
feet TV will have on reports of statioi
coverage?
A. Within limits, yes. To safeguan
validity of the study, Ken Baker sert
Only One Station gives you
:q XI
Mid-America
KCMO reaches eleven radio homes
for every ten reached by the next
closest Kansas City station. That's
a bonus that adds up. Get proof—
get the facts on Mid-America radio
coverage from the Conlan "Study
of Listening Habits" in the Mid-
America area. Parts 1 and 2 of the
3-part continuing study are ready.
Write on your letterhead to
KCMO
5 0,0 WATTS
125 E. 31st St. • Kansas City, Mo.
or THE KATZ AGENCY
SPONSO
out test mailings to 23 widel) separated
areas. From results of these it would
[appear that inroads of television will
not hurt stations as badly as they fear.
Maker points out that mam timebuyers
have been pencilling estimates of cov-
erage decline in their old BMB book-
lets. Some timebuyers arbitrarily
count coverage as down 30' i or more.
Ihese off-the-cuff guesses, says Baker,
may he hurting the stations more than
would actual post-TV coverage figures.
Q. Can Tl stations subscribe to
Standard Report?
A. ^ es. I heir coverage will he mea-
sured along with that of every stand-
ard radio and FM outlet in the coun-
try. As yet no TV stations have sent
in subscriptions "over the transom"
and Baker has not made a pitch to
them. The 1952 Standard Report will
constitute the first coverage measure-
ment in TV's history. Up to now TV
has had only engineering and mail
maps to indicate where viewing took
place. Baker says his test results re-
veal that surprising differences in cov-
erage will show up for TV stations in
some markets. This is due to techni-
cal difficulties in reception among other
[actors.
Q. How often will Standard Reports
be issued?
A. That depends upon stations. If
they're willing to subscribe even two
lbs, Standard will conduct studies
that often. But Baker believes the 19S2
study may be the last for five vears.
*He's concerned that in the post-TV
freeze era radio stations will be too
husy meeting TV competition as new-
stations get on the air to consider par-
ticipating in surveys whose results
might he unpleasant. On the other
hand, he points out. it might be to the
advantage <>l radio to keep supplying
the [acts rather than depending upon
exaggerated guesstimate- of coverage
decline in the post-freeze vears. * * *
MR. SPONSOR ASKS
{Continued from page •">! I
mercial radio station, KDKA, broad-
cast the news (Harding-Cox Presiden-
tial returns I on its first program in
1920. Then, like many other early sta-
tions, continued on the air with the
play ing of records. Thus programing
has completed the cycle.
The thinking has undergone changes,
perhaps not for improvement, but cer-
tainly to meet competition. Today
broadcasters are concerned with point-
of-sale displays, product distribution,
and merchandising. And, because ra-
dio is endowed with the aggressive pio-
neering spirit, the entrance into these
fields will result in another spectacular
success for the medium.
Lee B. Wailes
Vice President in charge oj
Operations
The Fort Industry Co.
Birmingham. Michigan
KFWB, in a se-
ries of weekly
staff meetings,
has constantly
strived to im-
prove its pro-
graming. At these
meetings, the staff
members have
analyzed radio
habits and con-
ditions in the
a area and come to
lusions:
Southern Californi
the following cone
From the independent radio opera-
tion viewpoint, there should be more
and better co-ordinated newscasts with
greater emphasis on local events.
More local features are constantly
being aired over KFWB. One of these
features is the hourly weather fore-
casts, which let the listener know what
the weather is at the beach, the tem-
perature of the water, how the condi-
tions in the mountains are for skiing.
This year, 1952, is a big year for
politics and KFWB realizes this fact.
During the latter part of 1951. the sta-
tion put on the program Let's Talk
Politics, which features the eminent
political editor of the Los Angeles
Daily News, Leslie Claypool. He pulls
no punches and gives both sides of
every issue in the political arena.
An important part of the local-events
scene is sports. In this connection,
KFW B has just signed an exclusive
radio contract to broadcast all the
Hollywood Stars baseball games.
A new type of disk jockey show has
recently started on KFWB. Its m.c. is
well-known Larry Finley. Not only
does Finley play good popular music,
but also devotes a considerable amount
of his air time to public service.
In Southern California there are ac-
tually more automobiles than homes.
We at KFWB are now planning to pro-
gram for the automobile listener. In
the past disk jockeys have spoken di-
rectly to the housewife or to the lis-
tener at home, they now speak also to
the motorist. At the peak traffic hours,
morning and evening, KFWB informs
the car drivers of what routes to take
to avoid traffic jams.
Sydney Gaynor
Assistant Manager
KFWB
Hollywood
In Boston
25 FEBRUARY 1952
"This program is transcribed"
Bedevilled a? it is by the TV freeze,
I HF, color television, and other
weighty problems, the FCC could be
expected to regard the issue raised by
sponsor about the tagging of tran-
scribed programs and TV film shows
(see article page 38 1 as but a random
zephyr. But to quite a number of spon-
sors and agencies the lifting or revi-
sion of what they consider an archaic
regulation has weighty relevance. Some
stronglv favor complete burial of what
they term a withered remnant of the
antediluvian age in electronics. They
retail it was only recently that Con-
gress got around to repealing the law
which dealt with the maintenance of
the Presidential stables, a convenience
which fell into disuse with the early
part of the Wilson administration.
Cited as an example of how the tran-
scription rule can take on the quintes-
sence of absurdity is the treatment of a
March of Dimes show on CBS several
weeks ago. The program included stars
appearing in Broadway shows at a time
parallel with the broadcast and the tap-
ing job wasn't actually completed un-
til a half hour before the start of the
broadcast. The high spot of the pro-
gram came at the tail end when Helen
Hayes, the m.c, in a hookup between
New York and a Buffalo hospital, ex-
changed amenities about the program
with a young girl victim of polio. The
announcement a moment later that
"this program was transcribed" must
have had the effect of a big letdown.
In any event, nothing could have been
more out of place.
Kidded commercials cause ire
Here's a tip to stations who have
disk jockeys with a tendency to make
like Arthur Godfrey and kid commer-
cials. There are a number of impor-
tant advertisers and agencies that have
expressed a deep irritation over the
practice and talk about cracking down.
The ad people say they wouldn't mind
if these ambitious mimics had the deft
touch of segueing from a wisecrack
to an ingratiating bit of straight sell-
ing, but what usually emerges from the
imitator is a combination of ill-placed
humor and belittlement of the product.
One agency executive tells of having
to impart a sharp rebuke in connec-
tion with a medicinal commercial be-
cause the d.j.'s flippancy could have
caused some trouble to the account
from the Federal Trade Commission.
Irked sponsors have asked their agen-
cies to remind these local personalities
that there are a lot of nuances to be
considered in connection with trade
laws and that, because of his inno-
cence on such matters, the judgment of
the humor-driven d.j. can be quite
risky.
The TV Code
When the new TV Code becomes ef-
fective 1 March, it will be fortified by
an operating fund of $40,000. This
sum, raised among the small group of
pioneer TV stations affiliated with the
NARTB, is earnest money. It bespeaks
serious intentions and en husiasm for
a good-sense, good-taste TV Code that
will satisfy the viewer and the adver-
tiser.
What happens to the TV Code dur-
ings its early months will set the stamp
on its future. A good s'art will be a
blessing to an industry not noted for
adherence to sound program standards.
And a properly operating TV Code un-
doubtedly will have its effect on radio
program standards, too.
SPONSOR wins Polk award
SPONSOR is deeply gratified to be the
winner of a special George Polk Memo-
rial Award. Long Island Unhersity'f
George Polk Memorial Awards Com-
mittee singles out distinguished achieve
ments by metropolitan newspaper mer
"in the spirit of George Polk." and the
university s announcement with regarc
to the sponsor award was that it was
"for a three-part series exploring th<
validity of Red Channels." Polk, wht
mysteriously disappeared while servinj
as a CBS correspondent in Greece, wai
believed among his fellow foreign cor
respondents to have been the victim o
Communist conspirators.
Applause
Katz focuses on spot film
A deep bow of appreciation is due
the Katz Agency from the TV film
making gentry for the skillfully and
incisively documented job it has done
with its presentation aimed to chal-
lenge network domination of television
programing. Katz gave the trade press
a look at the presentation before un-
veiling it before the 19 TV outlets it
represents at a special gathering a few
days ago in Chicago. The presentation
builds to a factually-telling climax as
96
one chart after another shows how na-
tional sponsors with tailored half-hour
dramas were able to get ample spotting
in the heavily-crowded one- and two-
station markets. These charts will un-
questionably produce much tilting of
the eyebrows when Katz gets around
to pitching the display to Madison and
Park avenue admen.
The presentation graphically ex
plains the thesis that the buyer of spot
film programs has advantages in I 1 I
that time and program costs thereby
are cheaper than network; (2) that
since 41 of the 64 present TV market
are of one-station calibre the theor
of network exclusivity is but a myt
and that network clients must accej
a mixture of live and kine broadcasts
(3) that the matter of free market s<
lectivity can prevail as against the po
sibility of having to take station n<
desired in network buying: (4) th;
station is more prone to cooperate i
clearing time, publicize the show, an
merchandise the product, since it ne
more from the spot sale than it woul
from the network.
SPONSC
YEAR 1900
In 1900, a very familiar sign among hundreds of others was this one pictured above.
sign tacked to the tree and the ad painted on a barn were a major part of America's advertising
effort in 1900. And in those years it was successful advertising — it reached people!
From this form of advertising, many companies grew to be today's largest manufacturers.
Twenty-five years ago, radio had its beginning and soon had its place next to newspapers and magazines.
Radio itself built great companies and made them even greater because it gave the advertisers
a new method of reaching more people more frequently and more efficiently.
Today, television has been added and with its added impetus of sight and motion, together with
the spoken word, has already taken its place in the American "scheme of advertising." The basis of
today's successful advertising is the more modern media . . . and television is the most modern
of them all. Its full potency has not yet been determined.
In WLW-Land we have found, however, that the combination of television and radio reaches
more people more often and more economically than any other combination of media. The technique is
as new and modern as television itself.
WLW WLW TELEVISION
THE NATION'S STATION AND ITS
SERVICE
ay^c^m^i^
RADIO
AND
TELEVISION
STATION
REPRESENTATll
IKLH IYW I bUc Her Lopy 3>B a Year
TV program
film section pp. 77-111 [ M en, mg
& Motives
, -49 12220
IAOUE
KEF EL I. ER PLAZA
M[M Y ORK 20 N Y
Griffin Shoe
Polish is
Tops via Spi
page 3
Ad Managei
I Like and
Why
What Does
Cost-per-M
Mean?
p.ige •
Miller Higl
Life Backs
Its Teams
TV
Commercial
Reviews
TV Films:
Panorama
TV Films:
10 Case
Histories
page I
ONE IS THE IDEAL AUDIENCE PARTICIPATION CONTESTANT?
Editorials
* For more than 20 years,
Midwest farmers have followed
the leading markets over WLS
each noontime.
Entitled "Today's Farm Markets,
this fast, comprehensive 11:40-11 :55 a.m.
report provides the most complete and
up-to-the-minute information on the air . . .
or otherwise available . . . regarding the live stock,
the grain, poultry, butter and egg, fruit and vegetable
and other markets upon which Midwest farmers
depend for the ready sale of their products.
There is no more certain or
effective way to bring your products
and their advantages to the attention
of this vast listening audience . . .
-J^^T at a time when they have things to sell and
*«MB». money to spend.
F. C. Bisson. groin expert,
b'oodt'a's'ing 11 mwtotT'ihi! Better write us today ... or see your
*^^^^^^^_ John Blair man ... for possible availabilities
^^^^^B and other result-getting WLS programs.
.1
^OPERATrOW GROCER 1952"
CLEAR CHANNEL Borne of the NATIONAL Barn BancoX Chicago
890 KILOCYCLES. 50.000 WATTS, ABC NETWORK - REPRESENTED BY JOHN BLAIR & CO \
Tempest foreseen
if Coy goes be-
fore FCC for Luce
Women change
routine to see
morning TV
WCAR calls it
"Merchandising,"
lines up 197 stores
"This program
not transcribed"
FCC rule forcing
nets to divorce
AM-TV
anticipated
KMA study shows
big differences
between rural and
city listening
Washington political pot is expected by industry seers to overboil
once again should Henry Luce, now staffed with whilom FCC chairman,
Wayne Coy, embark on his proposed plan to_ buy KOB and KOB-TV, Albuquer -
que . Coy's almost immediate return to bureaucratic scene as petitioner
for broadcast interests could, say these cognoscenti, touch off sort of
repercussions, mainly with political aforethought, associated with re-
recent RFC and Revenue Department probes. Main targets have been gov-
ernment officials who let little t i me pass before coming back to do
bus iness at same old stand .
-SR-
In what is likely first investigat i on of its kind , special survey con-
ducted by Advertest Research exclusively for SPONSOR discloses that
one out of every 4 housewives viewing TV in morning (before noon) have
changed t h eir ho u sework routine to all ow for TV . (See What's new in
research?, page 50.)
-SR-
Week by week more stations come out with food st o re merchandising
plans . New one by WGAR, Cleveland, has clever name twist — " Merchan-
dising . " Two majors are tied in, Kroger 's and A & P, with total of
197 cooperating st o res in northern Ohio. Advertisers must spend
$5,250 net over 1 3 -week period or $5,200 net in 26 weeks to qualify
for plan's benefits, including point-of purchase displays and in-store
appearances by WGAR personalities. WGAR will call attention to prod-
uct displays with 'round-the-clock air promotion and Merchaindising
publication called "The Dial" (circulation: 3,500).
-SR-
Transcribed drama on radio has become so common, one show now makes
point of announcing it is not transcribed ("Grand Central Station,"
CBS). One reason: Sponsor (Prom) wants high believability for inter-
view-type commercials done live from Grand Central Station.
-SR-
CBS is reported resigned to eventual adoption by FCC of rule divorcing
operation of radio and television f a cilitie s. In other words, net-
works with both would be asked to choose between radio and TV, a la
motion picture companies who were required by government edict to di-
vorce their theatre-operating interests from producing activities.
-SR-
Striking difference between metropo l itan and rural listening pa t tern
was uncovered in Pulse radio audience survey of KMA's (Shenandoah, la.)
rural area comprising 23 Iowa, Nebraska, and Missouri counties. Mid-
west rural sets-in-use level was found consistently 20 to 25% higher
than New York City figures till 10:15 p.m. when rural audience de-
clined steeply. Average sets-in-use for KMA area was: 6 a.m. -12 noon,
30.7 ; 12 noon-6 p.m., 28.5 ; 6 p.m. -12 midnight, 29.0 . New York sets-
in-use for same periods were 25.5 , 22.7 , 22. 1 respectively. New York's
peak Monday-Friday audience was reached in morning, 10:00 to 11:00
a .m. , when sets-in-use was 29.5. Top listening hour in KMA area was
7:00 to 8:00 p.m. when average sets-in-use was 44.6. Survey date was
November and December 1951.
ICI'l'Olir TO SPONSORS for 10 March 1952
NBC-TV charts
value of
year-'round
advertising
Just announced NBC-TV Summer Study applies Hofstra research technique
to determining h ow much advertiser loses by taking TV hiatus . Among
key findings: (1) Brands staying on TV for summer increase relative
competitive position from 20 to 57% ; (2) Brands off TV lose relatively
by 10 to 14% ; (3) Brands staying on for summer show 28% better sales
among viewers than non-viewers. Study was conducted in New York, 15
August to 8 September 1951 among 3,000 heads of families. Dr. Thomas
Coffin, who directed previous Hofstra studies, was in charge of proj-
est. Industryites regard it as one more indication that TV planners
are t rying to ward off h i atus habit early in television history rather
than waiting till pattern is set.
-SR-
"Big Town" will
be syndicated via
UPT in April
Part of deal in Lever Bros, switch of "Big Town" to film over CBS and
6 non-connected stations involves added distribution of series first
run in 29 markets not used by Lever (through United Television Pro-
grams, Inc.). Local sponsors buying film in non-Lever markets can
play day-and-date with Lever showings, if they wish. "Big Town" goes
film 3 April and episodes will be available second run in October .
Syndication of film shows on second run or simultaneously in markets
sponsor does not use will be tried by increasing number of advertisers
to amortize pa rt of their program cos ts. (See complete coverage of
syndication, other film topics in Film Section, page 77.)
-SR-
Many agency timebuyers are concerned currently over excess emphasis
being placed on cost-per-1,000 concept in radio and TV. No one doubts
value of yardstick, but some see it as elevated to disproportionate
importance in buying decisions (see article page 30).
-SR-
CBS-TV has already submitted to advertisers and agencies its special
discount deal for those keeping programs on for summer instead of tak-
ing 8-week hiatus. Under new plan, client gets extra 10% time dis -
count after deducting station and annual discounts, plus 25% rebate on
talent and production facilities costs. Last summer time discount was
same, but network absorbed 53 1/5% of program bill s.
-SR-
Importance of spot radio as medium was dramatized in Broadcast Adver-
tising Bureau study during January. BAB found (1) Over 1,000 national
and regional accounts bought spot radio during January; (2) National
Spot is more important medium than Outdoor with estimated 1951 bill-
ings in spot at $155,000,000 compared to Outdoor' s national billings
of $101,000,000 ; (3) Leaders in use of spot radio are (not necessarily
in this order) Best Foods, Block Drugs, Borden Company, Colgate-Palm-
olive-Peet, General Foods, Lever Bros., Procter & Gamble, Standard
Brands, Vick Chemical, Whitehall Pharmacal ; (4) Largest users of spot
by categories are foods, drugs and cosmetics, brewers, soaps .
-SR-
AP planning Importance with which all elements of entertainment-information indus-
television try now regard future of TV film was indicated when Associated Press
newsreel joined ranks of those preparing for plunge. AP has sample reel for
what it told SPONSOR would be " a different t ype of TV newsre el."
Over-emphasis
on cost-per-1,000
concept?
CBS-TV summer
program rebate
cut from '51
BAB throws light
on importance of
spot radio
the rating services do agree
today
is solid TV value
diary
There is a large and responsive audience
waiting for your sales message at the
start of the shopping day on NBC Tele-
vision's "TODAY." For instance, the
ARB national rating figures represent:
1#129#000 average daily viewers
18.0 weekly cumulative rating
$1.94 cost-per-M per commercial minute
markets are reached on a national scale,
with 30 stations in the eastern- midwest
areas already taking the show live.
results start the day your first commer-
cial hits the air and is seen by the entire
family, before the shopping day begins.
PRICES start as low as $2,200 for a parti-
cipating sponsor; as little as $29,000 will
buy a network TV campaign for 13 weeks!
All this, and Garroway, too, on . . .
NBC TELEVISION
10 MARCH 1952
im.l.M FOR 10 MARCH 1952
VOLUME 6 NUMBER 5
fVriffin: 17 -year spot wonder
Largely through smart, consistent use of spot radio, Griffin gets an esti-
mated $15,000,000 of shoe polish industry's total $35,000,000 sales
Iff managers f liki* best and why
A SPONSOR survey of account executives discloses the characteristic
they look for in rating advertising managers
Is < 'ost-per- 1.000 being misused?
One of the most bruited about "yardsticks" in air advertising is cost-per
1,000. Here is an analysis of how to use it correctly
Miller backs the team
Special section: TV films
32
77-111
I. Panorama: Film makers are acquiring
aura oi stahility
2. Production: UoUyieood is getting TV
savvy
3. Syndication: Lack of price consistency
mars selling technique
I. Film buying: Advantages of film are
luring advertisers
5. Case histories: Step-by-step in life of
films; result .vtories
78
80
.90
96
105
How to sell a candidate
Shrewd political tacticians getting ready for sizzling candidal
campaigns by studying past radio and TV successes and flops
Account execs I like best
Vow-cost TV
Pointers on how to buy TV with an under-$250,000 budget. Includes
examples of campaigns conducted at low cost
DEPARTMENTS
MEN, MONEY & MOTIVES
510 MADISON
NEW AND RENEW
MR. SPONSOR: JAY HORMEL
P. S.
MR. SPONSOR ASKS
RADIO RESULTS
ROUNDUP
TV COMMERCIALS ONLY
AGENCY PROFILE: JIM ELLIS
WHAT'S NEW IN RESEARCH?
SPONSOR SPEAKS
COVER: Answer to the question posed on
this issue's cover is contained in a capsuled
analysis of daytime audience participation
contestants (What's new in research? page
50). Coleen Gray, appearing as the actress,
is a Hollywood star who has played on many
radio and television programs, including "The-
atre Guild on the Air," "Leave It to the
Girls," "Twenty Options," "It's News to Me."
Editor & President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Glenn
Executive Editor: Ben Bodec
Managing Editor: Miles David
Senior Editor: Charles Sinclair
Department Editor: Fred Birnbaum
Editors: Lila Lederman, Richard A. I
Jacksc
ributing Editors: Robert J. Landry, Bob
Art Director: Si Fran
el
Photographer: Jean R
eburn
Vice-President - Advert
sing: Norman Knight
Advertising Departme
(Western Manager)
eling Representative
A. Kovchok (Produc
Soley, John McCor
nt: Edwin D. Cooper
George Weiss (Trav-
Chicago Office), John
ion Manager), Cynthia
■nack
Vice-President - Busines
s Mgr.: Bernard PlaH
Circulation Departme
scription Manager),
ine Villanti
t: Evelyn Satz (Sub-
Emily Cutillo. Joseph
Readers' Service: Susa
n P. Davis
Secretary to Publisher
Augusta Shearman
Office Manager: Olive
Sherban
Publlehcd biweekly by SPONSOR PUBLICATIONS INC.,
combined with TV. Biecutlve, Editorial. Circulation and
Ad>eiti»liig unices: r.io Madlion ira„ New York *1.
N. V ToleiilM.no: Mlrrav Hill X 2772 Chicago Oflca
1(11 B. Grand Ave.. Suite 110 Telephone: superior 7 -SMI
West Coast Office: 8087 Burnet Boulevard, Loa Angela*.
Telephone- Hillside 8089. Printing Office: 3110 Mim,
Ave.. Baltimore 11. Md. Subtcrlptloni : United BUlea
$8 a year. Canada and foreign 19. Single coplea Sfc.
Printed In U. S. A. Addren all correipondence to He
Madison Avenue New York 22. N. Y. Copyright 19S2
SPONSOR PUBLICATIONS INC.
"KWKH
for coffee
and lumber"
iys Q. T. HARDTNER, JR.
sident, Ocean Coffee Co. and Hardtner Lumber Co.
PORTANT LOUISIANA MERCHANDISER
As the owner of both a highly successful coffee com-
pany and an equally successful lumber operation, Mr.
Q_. T. Hardtner, Jr. is doubly qualified to judge KWKH's
selling power in the important Louisiana-Arkansas-
Texas area. This is what he recently wrote us:
Obviously builders and housewives are vastly
3ved from each other in their buying habits;
ever, I have for the past four years used KWKH-
programs to successfully promote both Ocean
ee and Hardtner' s Urania Lumber and have en-
i considerable sales success with both. I am
inced that KWKH is Ark-La-Tex's as well as
iveporr's favorite radio station. In addition to
regular KWKH programs, I have also used
KH's Louisiana Hayride on Saturday nights and
: dally recommend it to reach the big Ark-La*
market. %
(Signed) Q. T. Hardtner, Jr.
,000 Watts • CBS
KWKH DAYTIME BMB MAP
Study No. 2— Spring 1949
KWKH's daytime BMB circulation is 303,230 families,
daytime, in 87 Louisiana, Arkansas and Texas counties.
227,701 or 75.0% of these families are "average daily
listeners". (Nighttime BMB Map shows 268,590 families in
112 Louisiana, Arkansas, Texas, New Mexico, Mississippi
and Oklahoma counties.)
KWKH
A Shreveport Times Station
Texas
SHREVEPORT f LOUISIANA
The Branham Company
Representatives
Arkansas
Henry Clay, General Manager
that's what
you like about
the South's
Baton Rouge
87.3%, to be exact — accord-
ing to the latest Census Bu-
reau figures. The compari-
son is 1950 (43,115 house-
holds) over 1940 (23,016
households). With total
population up 257% in the
decade, Baton Rouge is
established as one of the
fastest growing markets in
the U. S.
With exclusive NBC and
local programming, WJBO
reaches the largest overall
audience of any station in
the area. Yet since 1941 our
rates are up only 16%%
in the face of this almost-
tripled audience potential.
It's a buy!
NBC's fil 5,000 watt affiliate in Baton Rouge, la
AFFILIATED WITH THE STATE-TIMES AND MORNING ADVOCATB
FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES
GEORGE P. HOLLINGBERY CO.
finjmj
ill Mm
by
Robert J. Landry
Where angels fear to tread
Capitalism has been denned as the right to lose your shirt. It is
a privilege which has, through the years, been abundantly exercised
in radio by private entrepreneurs and only the other day was exem-
plified (typically American, this) by a labor union going to the
cleaner's for $1,500,000. To nobody's real surprise the last of the
three frequency modulation radio stations of the International Ladies
Garment Workers Union expired from sheer fatigue of monthly
deficit. New York City's WFDR (named for you know who) like its
even shorter-lived station-mates of Chattanooga and Los Angeles
never had a chance. The whole undertaking had been rooted in
dreams rather than economics.
* * *
And yet the ILGWU was no more amateur in its own way than
many another licensee whose bones bleach upon the sands of vester-
year. If it analyzed economic risk over rosily and took FM hopes
for FM facts it could be recalled (to provide company for misery)
that there was once an over-night "network" headed by that most
improbable of corporation presidents, Ed Wynn. This long-since-
forgotten Ed Wynn "network" came in on a wing and two cylinders.
At the grand inaugural party frankfurters and sauerkraut were
dispensed to the guests from the advertising agencies. Almost before
the burps had subsided the network had, too.
Al Smith was a flop as a broadcast enterpriser. So was Elliott
Roosevelt. As recently as 1950 after much fanfare and phantasizing
the Progressive Network, so-called, came out from behind potted
palms at the Park Sheraton Hotel, arms raised and asking creditors
not to shoot.
* * *
All this has point. There are 592 applicants, at present count,
waiting hopefully for television facilities. Nothing is so certain as
a due proportion of these applicants being suffused in an incurable
amateurism.
* * *
Few promotional possibilities so fascinate persons with extra
money lying about as a broadcasting station — unless it's a new
magazine. And yet the economics of the day are absolutely merci-
less upon the amateur. The tip-off for the ILGWU had they but
known came at the very outset when it was proclaimed to a union
membership rally at Carnegie Hall (June 1949) that the ILGWU
would make available to its dues-payers good cheap FM receivers
at $20 each. Later the estimate was $35. Finally, the whole thing
was forgotten. The union knew all about the cloak and suit busi-
ness; couldn't be razzle-dazzled there; but it swallowed the FM line
up to the last fraction of a decibel.
(Please turn to page 66)
SPONSOR
"THE SELLING STATION"
in
Indianapolis, Indiana
WXLW
is pleased to announce the appointment
of the
JOHN E. PEARSON COMPANY
NEW YORK, CHICAGO, DALLAS, MINNEAPOLIS,
LOS ANGELES, SAN FRANCISCO
as its exclusive national representative
effective immediately
For the Indianapolis story and availabilities
on the Selling Station of Indianapolis, see your
PEARSON MAN
WXLW
i59o kc Robert D. Enoch 1000 w-d
Ljeneral fr\a.na.aer
10 MARCH 1952 7
nearty
rf
"6,936,406 to
be exact al-
most all contain-
ing proof of pur-
chase. That's one
letter every 4 6 sec-
onds, day in day out
7 days a week, 52
weeks a year A rec-
PZr^^ ord? Of course it is 1 And
> 1 *\ it's also an indelible rec-
5> ord of CKAC's faithful
listenership. Our bulging
ma 1 1 bags prove our point:
-VN-. CKAC gets results- at low-
est cost per listener
:
CBS Outlet In Montreal
Key Station of the
A TRANS-QUIBEC radio group
CKAC
MONTREAL
730 on the dial • 10 kilowatts
Representatives:
am J. Young Jr. - New York, Chicago
Omer Renaud & Co.— Toronto
I
tulisoti
AFTER THE FREEZE
I understand that main new tele-
\ ision stations are now building . . .
and others are planning to start to
build.
Do \ou have a list showing which
new stations and which new cities are
being opened to television in the near
future?
Henry Dorff, Dir. of Adv.
Gruen Watch Co.
Cincinnati, Ohio
• SPONSOR'S 14 January i-ur carried a facts-
and-fignrcs story on thp TV outlook for 1952
after the freeze lift-.. Several listings show which
new areas may pet TV first; how fast set rircula-
TIMEBUYERS DESERVE BREAK
SPONSOR'S January 28th article about
timebuvers is one of the best I've ever
seen and of vital importance to the
industry as a whole. About time these
over-burdened, seldom-recognized, but
most essential people get some kind of
a break.
It's been my pleasure to work with
a good many of the timebuyers in New
York and it"s a privilege to say that
I've never been treated fairer by any
one group of people.
Hope sponsor continues to top them
all with great firsts like this article.
Keep it up.
Ken Hildebrandt, Sales Mgr.
KYA, San Francisco
CITIES SERVICE
I enjoyed your article on Cities
Service in the February issue. I liked
the show when they had it on tele-
vision, and would like to see it back
again on that medium.
G. L. Thomas. Jr.
Three Springs Fisheries
Lilypons. Md.
MOTHS CIVE MOTIVE
Here a an experience that I can't
help but pass on to you. It's really
funn\ in a wa\ it actually happened.
I have just completed a new scries
nl I'm Storage Spots for radio broad-
casting and was editing the scripts,
getting read) to do the recordings.
In this series of scripts we feature
the moth as a terrific enemy of man-
kind. And while editing these scripts,
I noticed moths flying around in mv
office. I killed about six or eight of
them and then decided to look around
to see from whence they came.
I recalled that several months ago,
my wife had given me her mink coat
and silver fox scarf to take to a fur-
rier, to be repaired. I hastih stuffed
them in a corrugated box and put the
package under a table in my office.
I went to the box — opened it and
about a thousand moths flew out.
I took the box on to the roof of our
building and emptied it out. There
wasn't enough left of that fur coat and
scarf to make a slipper! The moths
had done nothing short of murder to
the fur pieces.
I was madder than hell and returned
to my work with a vengeance. Now
we're going to push like hell to keep
the moths from eating other people's
fur coats.
Harry S. Goodman, Pres.
Harry S. Goodman Productions
New York
PHOTOS AVAILABLE
On page 40 of your January 14 is-
sue, you ran a picture of pharmacist
Levinger and his store in connection
with the article "Small-town pharmacy
builds big with radio."
We'd like to get a glossy print of
these photos to use in a local mailing
piece for a radio station to druggists
in this area. We'd like to make our
engravings of this from your photos
and will return them immediately
upon use.
Arnold Fochs
I.F.I. Advertising Agency
Duluth, Minn.
• SPONSOR photographs are occasionally avail-
FARM RADIO
The feature, "Why don't advertis-
ers use more farm radio?" in the Jan-
uary 14th issue of sponsor was very
good. We would like to see more arti-
cles like this.
There was, however, quite a little
concern on our part relative to a cou-
ple (if items in the article —
1. On page 25 it was stated, "a few
big stations with large rural listening.
like WLW, KVOO, WNAX, WLS.
KWKH, WSM. WWL, WFAA. WHO
I Please turn to page 71 i
SPONSOR
This Is The Brent Gunts Show!
. human interest
WBAL-TV
NBC In Mart/land
NATIONALLY REPRESENTED BY
EDWARD PETRY & COMPANY
10 MARCH 1952
It's all the same to us
The seasons are all great in sunny
Southern California. During June, July id
and August, for example . . .
RETAIL SALES ARE HUGE. More than jj
of the year's retail business is done
during the three Summer months. Sumr;r
sales alone amount to almost 2 billion
dollars—more than the total annual ret;i
sales of Ft. Worth, Nashville, Provideno
Omaha, Tampa and Tacoma combined.
TOURIST TRADE IS TERRIFIC. Last yea]
more than 3 million free-spending out-
of-state tourists rolled into Southern
California. . . 39.2% of them in the Sumnr
RADIO'S TERRIFIC TOO! Winter and
Summer, radio attracts the same
big audience in Southern California.
(Sets-in-use show only a slight difference
—20.9 March-April, 20.8 July-August, 2
November-December.) And season
after season, it's KNX that attracts the
biggest audience, with a Summer
average share of audience of 21.1 in
Los Angeles— only 6/10 of one point belti
November and December.
You can sell as well in Southern Calif on a
during the Summer as you do any
other season of the year. Just use . . .
KNX
Los Angeles— "The All-Year Mar
■ CBS Owned • Represented by CBS Radio Spot Ses
Calif. State Board of Equalization
Sales Management Survey of Buying Power.
Los Angeles All Year Club, Pulse of Los Angeles.
ill, winter, spring and summer!
Ifiou yet a
BIG BONUS
IN SETS
ON
WFBM-TV
INDIANAPOLIS
Says DON MORRIS
APPLIANCE DEALER
434 East Wood Street
Paris, Illinois
'PARIS is a IrVFBM-TV town!"
WFBM Radio Is First
in Listening, Too!
* FIRST in the morning]
* First in the afternoon]
* and a Great Big First at Night]
50% more listeners at night than
any other Indianapolis station.
•k Hooper Ratings, February through April. 1951
# The people of Paris, Illinois, are no different than those of Paris, France, in
at least one respect . . . they like good entertainment, too! And they get it on
WFBM-TV!
So do their neighbors — not just in their own Edgar County, but in neighbor-
ing Illinois and Indiana counties, a long way beyond WFBM-TV's 60-mile
radius. And that adds up to a big BONUS market tapped by every WFBM-TV
advertiser! Literally thousands of folks — on farms, in villages and cities — many
more than 60 miles from Indianapolis, tune in this First Station in Indiana
regularly!
And of course, WFBM-TV's 60-mile radius includes one of the country's
richest market areas. Good jobs at high rates of pay mean there's money to
spend . . . mean big money is spent ... in this heart of Hoosierland. WFBM-
TV moves merchandise in this market ... it will move yoursl
*?&i4t **t yadiotta,
(fytuutel 6, *}*uUcutafroU&
REPRESENTED
O N A L L Y
A G E NC
New and renew
10 MARCH 1952
I. New on Radio Networks
NO. OF NET STATIONS
........... I Shoe Co
CBS
193
NBC
CBS
143
NBC
183
ABC
J 10
NBI
83
World News With Robert Trout; Sun 5:30-5.-; pm
Feb; 52 wks
Hollywood Star Playhouse; Sun 5-5 :30 pm; 24 1
i Wife; 1M-F 5:4
Howdy Doody; Sat
10 Feb; 52 wks
I Mar; 52 wks
am; 3 Mar; 52 wks
2. Renewed on Radio Networks
NO. OF NET STATIONS
PROGRAM, tim
e, star
, duration
;hristian Seien
e Mon
tor \i
ws the Ne
»-;
T 9
pm; 26 Feb;
.-,2 wl
Jenny; Ml 1
2:15-3
o pm;
17 Mar;
52
wks
en in My Life
i 1:45
-5 pm
24 Mar;
52
»k~
Ulen Show; M
10:3(
1 1 pn
; 17 Mar
52
wks
bag Walton llutterli. 1,1
Ruthrauff & Ryan
3. Veie National Spot Radio Rusiness
STATIONS-MARKET CAMPAIGN, start, duratio
Kenyon & Eckhardt
(N.Y.)
SSCB
Neff-Rogow
Apr; 13-26 wks
4. National Rroadcast Sales Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
Michael Dann
NBC-TV, N.Y., coordinator prog pa
ckage
Same, superv special broadcasts
Harold K. Deutsch
Central Feature News, N.Y., assoeia
t -
WINS, N.Y., sis prom mgr
Walter Duncan
Paul H. Raymer, N.Y., asst to pres
MBS, N.Y., acct exec
Mark Finlcy
Mutual Don Lee, Hlywd., pub re
, re-
Raymer, N.Y., head adv, research,
prom dept
James C. Fletcher Jr
Midnight Sun Broadcasting Co,
eastern sis mgr (KFAR, Fairb
KENI, Anchorage)
N.Y.,
anks;
Same, head N.Y. sis office (60 Wes
t 46th St)
Roy W. Hall
WCCO, Mnpls., sis mgr
Same, asst gen mgr
Eugene D. Hill
WORZ, Orlando, gen mgr
Same, also vp, member board dir
John C. Holahan
Foley and Gordon, N.Y., gen conns
el
Same, also vp
William Kalan
Schwerin Research, N.Y., sis mgr
Same, vp-client relations
William J. Kaland
WNEW, N.Y., script-prod dept mg
Same, prog dir
David Kittrell
Crook, Dallas, dir media, research
Katz Agency, Dallas, member sis
staff
Howard Klarman
WMCA, N.Y., prom dir
Same, acct exec
Patricia Maclnnis
WJBK, Detroit, member prog dept
Same, prom, pub dir
Raymond K. Mineral
Schwerin Research, N.Y., prod dir
Same, prod vp
• In next issue: New and Renewed on Television (Network and Spot);
Station Representation Changes; Advertising Agency Personnel Changes
10 MARCH 1952
Number
,ft,r
efer to New and
Renew category
Mark Finley (4)
J. C. Fletcher (4)
A. C. Schofield (4)
Tony Mot
New and renew JO March 1952
4. national Broadcast Sales Executives (continued)
rthur C. -. Id
. H.. I. ,i.l Swift
FORMER AFFILIATION
NEW AFFILIATION
Schwerin Research, N.Y.,
WMCA, N.Y., acct exec
KNXT, L.A., sis prom mgi
WNEW, N.Y., prog dir
WREX, Duluth, comml .,,
John E. Pearson, Chi., ac
WNBT, N.Y.. pro
II. Ray
N.Y.,
WCBS-WCBS-TV, N.Y., gen
O. L. Taylor Co, N.Y., prcs
O. L. Taylor Co, N.Y., vp
KTBS, Shreveport, La., loei
KTBS, Shreveport, La., men
Callaher Drug Co, Dayton,
, IN. V., vp in charge TV
w mow .TV. !>:•>
5. Sponsor Personnel Changes
FORMER AFFILIATION
NEW AFFILIATION
, Pcabo.Iy & Co, of Car
National Sugar Refining Co, N.Y., adv r
Pabst Brewing Co, Mnpls., head Minnpso
body & Co, N.Y., !
RCA, Camden,
asst to v
. ,,.
III...... i,„tr,
met ,\,s
)
Young & Rubic
am, N.Y.
TV,
of TV, radio
>- Products Corp, N.Y.,
6. New Agency Appointments
Atlantic Products Corp. Trenton
Frankenmuth Brewing, I r.,„k ........ il.. Mich
Golden Nuggctt Sweets Ltd, S.F.
Goorh Milling & Elevator, Salina, Kan.
William Grctz Brewing Co, Phila.
Sealrighl Co, 1
Shawmut Dair
( harlea «.. •-...
Ik, N.Y.
n, N.Y.
* Inc, New Freedor
Feed, flour produc
I ,.,,, ,-l ..,:!,. , & Tor
Radio-televisiox
Robert Acomb, Cincinnati
Ralph Sharp, Detroit
Conner, Jackson, Walker & McClure
S.F.
R. J. Potts-Calkins & Holden, Kansa
City, Mo.
Schcideler, Beck & Werner, N.Y.
Buckley, Phila.
W. Wallace Orr, Phila.
, Chi.
\ V.
Kenneth Rad<
Wcightman, Phila.
Ellis, Buffalo
Rand, N.Y.
Cetsehal & Richard, N.Y.
Weiss & Celler, N.Y.
Gerst, Sylvester & Walsh, Cleve.
Marfree, N.Y.
C. Wenkcl Mucnch, Chi.
Robert Conahy & Associates, N.Y.
Farquhar & Co, Utica
Grrgory-Giczandanncr, Houston
Dorland, N.Y.
W. Earl Bothwell, N.Y.
Copley, Boston
Kid, Ehrlirh & Merrick, Wash.
Wllklnson-Schiweta & Tips, Houston
Hewitt, OgUvy, Benson & Mather,
N.Y.
Dowd, Kc.lfi.ld & Johnstone, N.Y.
SPONSOR
WHEN HOUSTON
WANTS THE NEWS.
1952
"THE YEAR
OF DECISION"
FIRST!
PAT FLAHERTY,
1
BILL BOLTON
12 Noon, 6:15 P.M.
Hard-hitting news coverage is more vital
this year than ever before. KPRC's nationally recog-
nized news staff is TOPS in the Southwest ... in num-
bers, in sponsored hours, in accurate on-the-spot coverage.
Each man combines the duties of newscaster, news writer,
and news reporter, under the able direction of Pat
Flaherty, the South's most respected newscaster.
Nowadays, NEWS comes FIRST . . . and
KPRC is FIRST with the NEWS!
Houston's Only Complete
Radio News Staff
BRUCE LAYER,
HARRY AROUH,
Weather Chief,
5:30 P.M. Weathercast,
10:00 P.M. News
On Military Leave,
Serving as Marine Corps
Correspondent in Korea
r RAY MILLER,
On Military Leave,
On duty with the
Submarine Service
NBC and TQN on the Gulf Coast
Jack Harris, General Manager
Nationally represented by
Edward Petry and Co.
DON HEATH
7:15 A.M., 8:55 A.M.,
10 MARCH 1952
Capitalize in the World's Chemical Capit
LJ L
Du Pont's new $30,000,000 research
laboratories near Wilmington —
bright symbol of the city's future,
signpost on the new frontiers of
JOHNSON REEVES, Wholesale Grocer
— Reeves, Parvin & Co. supplies
many of Wilmington's 617 groceries
whose annual sales are $39,000,000.
SAMUEL JURIKSON, Children's Wear
Dealer His shop, Alexander's, is
one o\ i"i stores «ith combined
apparel sales of $23,131,000 a year.
MRS. W. R. BOVARD II, Housewife-
She presides over one oi Wilming-
ton's 35,500 radio-equipped house-
holds, key points for sales impact.
HARVEY H. POOLE, Applian
— Household furnishings a
$16,321,000 a year to
stores like Poole's Elec
HARRY C. KELLEY, Bra-
Employed by Spe.ikm.in <
of Wilmington's 15,800
workers. He regularly runes VlL
-oaft
,MINGTON-and All of America's 3rd Market
.delpL.
1a
lot Power Alone...
ilmington, crown jewel of "The Diamond State,"
counts for 86 per cent of Delaware's industrial prod-
ts. More important ... it is the state's largest single
irket. The 110,000 inhabitants boast a per family
come of $7,199 — 59 per cent above the national
erage. Many are employed by the country's giant
rporations . . . duPont, Chrysler, General Motors,
illman . . . or by other of the area's 163 manufacturing
ints. An outstanding market in every way . . . well-
vered by an outstanding station, WFIL, whose 5,000
itts outpull 50,000 watts in Wilmington.
.But Selling Power
ility to buy results in $189,000,000 of retail business in Wilmington
:h year. And wherewithal is translated into action throughout America's
II Market . . . provided you hit hard in Philadelphia and in 147 "home
rkets" outside city limits where more than half the area's shopping
es on. Dip into this brimming till. Exploit $6 billion in purchasing
Aer. Do it with WFIL, covering two out of three radio homes in the
County Retail Trading Area . . . stretching way beyond into a total
erage area with 6,800,000 people, $9 billion in purchasing power,
edule WFIL.
WEMP
MILWAUKEE
ONE OF
INDEPENDENT
RADIO STATIONS
George A.
Chairman of the board, an austere title, may conjure up to some
the image of a stern-faced man giving orders to scores of nameless
subordinates. Jay Hormel may have the title but he's the antithesis
of the stereotype.
For Hormel likes people and, along with Hormel interests, em-
ployee welfare is one of his prime considerations. He believes that
employers must get over the idea that it's right to turn thousands of
people out of work because there's nothing for them on a given day.
It's not just talk. Hormel, with 8,000 employees, is the largest
firm in the country with a completely obligated annual wage. Other
Hormel "musts": a man must' be given a year's notice before being
fired; an incentive plan to perk up production and morale.
As the son of founder George A. Hormel, young Jay needn't have
worked hard to achieve a degree of success. But that's not the way
he operates. During school vacations, starting in 1914, he worked in
the Austin plant and interrupted his embryonic career to serve as an
infantry lieutenant in World War I. During this military service,
Hormel became interested in the problems of ex-servicemen, and
active in the American Legion. He maintained these interests on his
return to civilian life.
Hormel took over the presidency and pressures of business when
his father retired in 1927 (he became chairman of the board in 1946
when his father died). A "shirt sleeve executive" Hormel initiated
research and experimentation that led to canned ham. Later, in
1937, pork shoulder with ham added became Spam.
When World War II ended, Hormel wanted to do something for
the country's most neglected veterans — in his opinion, the female
ex-G.I. His scheme started as the first all woman post in Austin
(Spam Post 570), blossomed into an all girl drum and bugle corps.
Today, on 115 CBS stations they're known as the Hormel Girls
Caravan (Music With the Hormel Girls).
With his travelling air show Hormel achieves all his aims. When
the Li i rls are not putting on a show, they go calling on grocers in the
point-of-broadcast town to help boost the Hormel line. The Caravan
gives Hormel a network show with some of the advantages of a spot
radio effort. The $500,000 air expenditure (30% of the total ad
budgel I helps Hormel lead the industry in sales.
SPONSOR
smart
time buyers
1 don't want
off "the hook"!
A hook-shaped strip, 10 miles wide and 150 miles
long, bordering Puget Sound, is home for 86.9% of the
population of the entire 15-county Western Washington
market, although only 7% of its land area.
KJR's efficient 5,000 watts at 950 kilocycles covers
this tidewater market with no waste, and at low cost.
BMB proves KJR reaches all of Western Washing-
ton's 15 counties, and saturates the all-important "hook"
of Puget Sound.
Buy KJR for efficient, low-cost, no-waste circulation!
A MARSHALL FIELD STATION - AN ABC AFFILIATE
kJr
REPRESENTED NATIONALLY BY AVERY-KNODEl, INC.
10 MARCH 1952
n ^JACKSON
^Mississippi
Announce*...
that you how get:
w Choice Availability
^TtfWegro Audience
^/ Contacting:
mm
uiuim
IMOtf
Rt?RtiENT€oey inoie J ALE*
80X76
VICKteuBC,
iVeti? developments on SPONSOR stories
See: "The lipstick that defied tradition"
ISSne: 12 March 1951, p. 30
Subject: How Hazel Bishop Lipstick zoomed
from unknown to best seller in 10
months
Raymond Spector, who threw cosmetic tradition to the winds when
he used the airwaves to push Hazel Bishop No-Smear Lipstick to the
No. 1 spot in its field, is busily proving that the effort was no flash in
the pan. With "Complexion Glow," a new liquid-cream rouge, he
hopes to surpass the lipstick success. Ad budget for the two prod-
ucts: $4,000,000, 75% to radio and TV.
Experienced direct mail experts and researchers know that a P.S.
gets higher readership than the body of a letter. Spector is cashing
in on this finding by interlocking Hazel Bishop and the new product
in all advertising. He is eager to prove that you don't have to be
P & G to duplicate the technique of multiple-product selling.
The new "complexion 
TVNews
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